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Contact:
Brian Harris
Ellison (949) 598-8822 x394
bharris@ellison.com

EVEN MORE POSSIBILITIES TO FRAME WITH LATEST FRAMELITS™

Hero Arts™ and Sizzix™ add to their innovative line of die-cutting and embossing products specifically designed to enhance stamping

LAKE FOREST, Calif. (January 29, 2012) – Can’t get enough of a good thing? Sizzix™ and Hero Arts™ proudly announce more bold additions to their revolutionary line of die-cutting and embossing products with matching cling mount stamp designs. These exciting releases for 2012 will be available in a variety of beautiful themes to be previewed by retailers at the Craft and Hobby Association (CHA) Winter 2012 trade show, January 29 - February 1, 2012, at the Anaheim Convention Center in Anaheim, Calif.

The release marks the second generation of Framelits™ Dies, which allow crafters to cut exactly what they see. These wafer-thin, chemically-etched dies cut perfect shapes, have no ridges and are easy to align. With Framelits, even scraps can be cropped precisely. In addition, many of these designs are concentric, allowing for cuts that can be easily framed and layered. Framelits are also ideal for stenciling or cutting windows in cards, scrapbook pages and more.

For the Hero Arts release, Sizzix created five different sets of its Framelits Dies, ranging from two to five dies, to be packaged with a matching cling stamp set from Hero Arts. This unique product pairing for the Sizzix Stamp & Die-Cut line offers crafters a quick, easy and accurate way to cut around rubber stamped images.

In addition to the Stamp & Die-Cut pairing, Sizzix and Hero Arts are also releasing three more sets consisting of a Sizzix Textured Impressions™ Embossing Folder with a matching Hero Arts cling mount stamp for the Stamp & Emboss line. By stamping the image first, crafters can align the stamped image inside the embossing folder before feeding it through a large Sizzix roller machine. The results are simply magical: a raised 3-D stamped design for endless creative possibilities.

“The response from both retailers and consumers continues to be overwhelming,” said Denzil Quick, director of marketing for Sizzix. “Everyone is enthusiastic about two great brands coming together for truly amazing products with countless applications!”

Other varieties of Framelits Dies can also be found within the Sizzix line as a separate release of 10 dies without stamps. Designs range from the geometric to the intricate. In addition, the upcoming Stephanie Barnard collection includes several highly requested shapes in the form of five Framelits sets with matching clear stamps and four standalone Framelits sets.

All Framelits are designed for use in larger Sizzix roller machines with the machine’s included platform. For use in a BIGkick™, Big Shot™, Big Shot Pro™ or Vagabond™ machine, Framelits require the Solo Wafer-Thin Die Adapter with the Solo Platform & Shim to create a sandwich for accommodating Framelits as well as other brands’ wafer-thin dies.

Hero Arts offers stamps and cardmaking accessories, papers and inks that beautifully complement the Sizzix line of products.

Take a deserved detour to the Luxurious by Scrappy Cat. Introducing a splendid array of Sizzlits Dies in a new large size – the equivalent of four small Sizzlits Dies – for delivering all kinds of dynamic details. Adding to the affordable elegance, Sizzlits 3-Die Sets are ornate offerings loaded with economical possibilities. Another well-deserved indulgence, elegant Embosslits™ cut and emboss in one easy step, while adding to the richness of any creation. For edge-to-edge extravagance, our Decorative Strip Dies create classic borders for an extra-attractive value. To add a royal touch to any cardstock, our most regal Textured Impressions Embossing Folders feature sophisticated patterns and a truly elevated look.

About Hero Arts
Hero Arts, a leading design company in the craft industry, is celebrating 37 years in stamping. The company began in Jackie Leventhal’s Berkeley cottage. Jackie and her young son, Aaron (today the CEO) drew images and made stamps to enliven their letters and cards. With that simple idea, Hero Arts quickly grew into a vital force in the growing stamp movement. Craft fairs gave way to gift shows, and local retail grew into international wholesale distribution. Today, the company is an innovator in the cardmaking and scrapbooking industries, with leading designs and award-winning green business practices. Start to finish, Hero Arts products are made with love and precision, as every product continues to share the simple elegance of Jackie’s original vision. Hero Arts is passionate about stamping, obsessed with quality, and dedicated to the art of stamping. More information and a wealth of stamping ideas can be found on HeroArts.com.

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 original Sizzix™ Machine, and in 2001 the Sizzix brand was created and launched. Since then, Sizzix has developed a complete line of machines, dies and accessories. Sizzix machines are versatile and affordable, making them a hit with everyone from novices to professional designers. Sizzix has received numerous awards, including winning the Creating Keepsakes' Readers' Choice Award for Best Die-Cut Equipment every year since 2003. Sizzix is committed to helping individuals express their inner creativity through its innovative line of products. More information can be found at Sizzix.com.