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Benjamin Moore Bids Bye-Bye to Blackboard Blahs with Addition of Tintable Chalkboard Paint

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(TORONTO—OCTOBER 1, 2012)—Chalk up another Benjamin Moore colour coup. Finessing a finish that's been in the line for several years, the company has introduced a new edition of its Chalkboard Paint that now is tintable in any colour.

And, with more than 2,500 hues in the Benjamin Moore system—plus the ability for unlimited colour matching—the colour choices are exponential and go far beyond the classic black and green chalkboards that most generations grew up with.

"We've just infused a lot more fun and imagination into a communications staple that, since the schoolroom slates of the 1800s, has remained almost unchanged," says Sharon Grech, Benjamin Moore's Colour & Design Spokesperson. "Now, the opportunity to enliven and invigorate a space has exploded by dialing up the colour options so extensively."

Benjamin Moore Chalkboard Paint (308) is a latex paint, tintable to any colour, that turns virtually any interior surface into a chalkboard. It is easy to apply, dries in a matter of hours to a durable eggshell finish, is easy to clean and fully washable. It also is formulated to minimize any lingering odours, making it ideal for a child's playroom, bedroom or even the kitchen as a message centre for shopping lists and household reminders.

"There's no rulebook that says chalkboard paint is for walls only," says Grech, who offered up a slew of other suggested uses. "Think about treating a toy chest, tabletop, or other piece of furniture, a closet door or cupboard façade. Any place where you want to see temporary art or a shared family communiqué is prime real estate for a coat of Benjamin Moore Chalkboard Paint."

Another tip: think about using the paint in combinations. "Can't you just hear the giggles of glee that a chalkboard composed of broad bands of red, yellow and green might elicit? Play with pattern. Experiment. Our new Chalkboard Paint is a can full of creative expression just waiting to happen," says Grech.

Benjamin Moore Chalkboard Paint is available at participating dealers across Canada for $29.99 MSRP, available in 946 ml only. For more information visit www.benjaminmoore.ca.

About Benjamin Moore
Benjamin Moore & Co., a Berkshire Hathaway company, was founded in 1883 and established its Canadian operations in 1906. One of North America's leading manufacturers of premium-quality residential, commercial and industrial maintenance paints and other coatings, its products are distributed through a network of independent paint and decorating retailers. Benjamin Moore has been a longstanding steward of the environment with a relentless commitment to sustainable manufacturing practices plus the ongoing development of the most eco-responsible formulations possible. Its portfolio of Green Promise® products continues to grow and includes Aura®, the über-performance low-VOC paint; Benjamin Moore Natura™, the true zero-VOC interior paint, remaining zero in any colour, any sheen; and, EcoSpec WB®, the zero-VOC paint for commercial interiors.


For more information, please contact:
Natalie Berardi
Strategic Objectives
416-366-7735 x 245
nberardi@strategicobjectives.com

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