ELLISON UNVEILS COMPREHENSIVE NEW RETAIL SUPPORT PROGRAM

Renewed Focus on Retailers Incorporates Multi-Faceted Program

LAKE FOREST, Calif. (February 11, 2005) - Ellison, the leading manufacturer of hand-operated die-cutting equipment, announced today at the Craft and Hobby Association (CHA) Show in Atlanta, a comprehensive, multi-faceted support program designed to help retailers get the most from Ellison’s industry-leading products. Long known for its premium products, Ellison has taken the next step by providing a super strong network of retailer support, which leverages technology from the industry’s leading Point of Sale (POS) systems provider, O’Brien Solutions; introduces a newly designed, retail-friendly catalog; offers impactful Point of Purchase (POP) solutions; and supports the industries' leading buying groups.

“For years, we at Ellison have provided our retailers with the very best products and designs,” said Lisa Corcoran, CEO of Ellison. “Now we’re also providing our retailers with the best resources to maximize their sales of our products.”

With regular updates from O’Brien Solutions, Sizzix products will already “live” in retailers’ computer databases. This evolving technology can also be combined with PDAs and used with Ellison’s new catalog for scanning in UPCs and generating orders on new or existing products. With this capability, Ellison retailers will have an advantage with faster ordering, easier data management, quicker response to the marketplace, accurate inventory management and increased return on investment.

Another important element of Ellison’s Retail Support Program empowers retailers with POP solutions to make a strong visual impact with the Sizzix brand and maximize sales dollar per square foot. Ellison has teamed up with a proven industry leader, Display Dynamics, to offer retailers profitable POP options. These customizable fixtures beautifully showcase Sizzix products in any store design.

Ellison also recognizes that buying groups can serve as a tremendous asset to retailers and supports the industries' leading buying groups: Crafters Home, The Memory Group and The SMART Group. Through Ellison’s support of these programs, retailers enjoy benefits on Ellison® products, including invaluable education, special buying opportunities and helpful information via membership newsletters.

Underlying Ellison’s comprehensive new Retail Support Program is the power of established and beloved brands. Ellison and Sizzix are two of the most recognized and popular brands in the crafting marketplace today.

About the Sizzix Brand
Gone are the days of ragged paper edges, lopsided cutouts and hours of wasted time. Now is the time of the space-efficient, easy-to-use and affordable Sizzix System. Ellison developed the technology for the Sizzix Machine, and in 2001 the Sizzix brand was co-created and launched by Ellison and Provo Craft. Sizzix machines are versatile and affordable, making them a hit with everyone from novices to professional designers. Sizzix has received numerous awards, including the Creating Keepsakes' Readers' Choice Award for Die-Cut Equipment in 2003, 2004 and 2005. Sizzix is committed to helping individuals express their inner creativity through its innovative line of products.

About Ellison Corporate
Since 1977, Ellison has been the leader in die-cutting innovation and product development. Ellison manufacturers and distributes the Prestige™ line of professional die-cutting machines and over 8,000 dies. Ellison is also the manufacturer, distributor and retailer of Sizzix® consumer die-cutting equipment and ancillary products. Ellison empowers people to express their personal and professional creativity using its innovative products and is committed to continuing this tradition for generations to come. More information can be found at corp.ellison.com.