PPB March 2018

Bes t Of Expo Not Your Father’s Reading Glasses The long-eschewed sign of aging is getting an unexpected boost. Forty may be the new 30, but your eyes may not have gotten the memo. Forty is normally the age when presbyopia, a naturally-occurring inability of the eyes to focus, occurs. In other words, it gets more difficult to read things up close. This condition can be disconcerting for those who are affected, as it may be accompanied by eye strain and headaches, and inevitably results in holding reading materials farther away to see them clearly. It can also be embarrassing—look around any dimly-lit restaurant and you’re sure to see some patrons surreptitiously using their cell phone flashlights to better view their menus. Historically, reading glasses have long been a symbol of aging, and consumers have put off buying them until they are absolutely necessary. However, The Wall Street Journal reports that Gen Xers and older Millennials are causing a shift in the market for reading glasses. In the retail market, several new manufacturers are selling high-end nonprescription reading glasses as fashion accessories. And the aging public isn’t the only demographic that is snapping them up—young people are buying them (with non-magnified lenses) because they like the look. The promotional products market is following this trend closely, and a few suppliers are capitalizing on it in a big way. Rainbow Symphony (PPAI 149988) has patented FocalEyes ® , paper reading glasses that are durable and easily customizable. The frames are made of extra-thick, coated-board and water-resistant synthetic material, and they are available in a variety of lens strengths. Rainbow Symphony President Mark Margolis says, “These are one of the few imprintable reading glasses on the market. It really is an advertising specialty.” He says they have been popular with restaurants, airlines, real estate offices and legal firms, and they’ve also been widely used in the medical industry and in first-aid kits. Rainbow Symphony offers a selection of stock items to choose from, and its art department also creates unique, full-color promotional pieces. Margolis adds, “This year we’re working on new shapes for the frames, like cat eyes and a stylish boxy shape. We can emulate what high-end shops are doing, but with paper.” Supplier Panther Vision (PPAI 318255) is also having success in the promotional market with its Itzy Bitzy™ lighted wallet readers. These LED magnifiers are the size of a credit card and easily fit into your wallet for instant accessibility. Chuck Freeman, director at Panther Vision, says his company uses a high-quality sticker for multicolor logos on the battery/ light cover. “In addition to branding the item, we also have the ability to print on the protective vinyl pouch that the readers are stored in. The pouch gives us more room to work with to expand the brand and messaging.” Freeman notes that the Itzy Bitzy readers are mailable, which was perfect for a promotion for the Association of Mature American Citizens (AMAC), who sent them as a gift with membership materials. “AMAC bought 20,000 readers every three months for two years,” he says. The ultra-lightweight, compact design of the Itzy Bitzy wallet readers provides maximum convenience and functionality. 16 | MARCH 2018 | INNOVATE