September 2020 – The Wildflower Group (TWG), a multi-award-winning licensing and branding agency, has been appointed by the Arthritis Foundation as its United States licensing representative. Since 1948, The Arthritis Foundation has been the largest, most trusted nonprofit organization dedicated to conquering all forms of arthritis. At least 54 million Americans battle the disease, and the Foundation works to help them live their best lives.

TWG and the Arthritis Foundation have collaborated on a multi-tiered strategy focusing on the Foundation’s Ease of Use Certification program. The program sets the gold standard in recognizing products proven to make life easier for consumers living with arthritis pain and other functional limitations. All Ease of Use products are independently tested and evaluated by research firm IDARI. There are currently over 20 Ease of Use partner companies with more than 60 products across categories from gardening tools to OTC medicines and pharma products, including Advil, Fiskars, Duracell Batteries and Pilot Pens. Ease of Use products can be found at drug, mass, hardware and grocery retailers across the country.

Categories available for licensing include food and beverage, health and wellness, personal care, first aid, home and garden tools, gadgets and cookware, as well as adaptive, compression and easy-to-wear apparel and footwear. The program will be supported by multiple partner benefits from the Arthritis Foundation, including a comprehensive style guide, marketing activations, social media promotion and an enhanced Ease of Use section on arthritis.org, which will feature products  linked to purchase options, making it easier for consumers to purchase easy-to-use, certified products.

“Our data tells us that people with arthritis live with daily pain and are struggling with products that challenge their limitations,” says the Arthritis Foundation’s Ann McNamara, senior vice president of development and community giving. “People have to deal with clothing that is impossible to button, household products that require a loved one to open, lifestyle and household goods made for someone else’s life.”

“Ease of Use products help re-level the playing field so people with arthritis can live the life they deserve,” McNamara continues. “We are excited to partner with The Wildflower Group to help us expand our Ease of Use Certification Program.”

“We’re thrilled to be working with the Arthritis Foundation on their Ease Of Use brand licensing program,” said Michael Carlisle, Founder and Principal of TWG. “Building on the existing 20+ strong partner base, we will be strategically expanding the Ease of Use brand across key product categories that will enhance the lives of over 54 million arthritis patients as well as consumers in general who shop for products that are easier to use. Consumers are constantly searching for products that are user-friendly as they accomplish everyday tasks from cooking and cleaning to gardening, hobbies and exercise.  The Ease of Use Certification Program will be a recognizable seal to consumers that a product offers optimal convenience, comfort, and ease.”

About the Arthritis Foundation

The Arthritis Foundation is boldly pursuing a cure for America’s #1 cause of disability, while championing the fight to conquer arthritis with life-changing science, resources, advocacy and community connections. The Arthritis Foundation empowers people to live their best life by fostering connections and better health outcomes for individuals and the whole arthritis community.

About The Wildflower Group

The Wildflower Group (TWG) is an award-winning, full service licensing and consulting agency and e-commerce provider delivering best-in-class product extensions and collaborations for the brands it represents. Formed in 2001, TWG is headed by licensing industry veteran, Michael Carlisle, and provides comprehensive licensing services to both brand owners and manufacturers, including strategic planning, licensing sales and marketing, creative development, legal and finance support. TWG also offers comprehensive e-commerce services and solutions through building, marketing and optimizing branded online stores on both Amazon and Shopify. TWG’s current client portfolio includes The National Gallery of London, Matthew Berry’s Fantasy Life, Discovery Communications (e-commerce), Scientific American and The Vitamix Corporation.