20/01/2010 Unlimited dreams Following up the success of its 2009 Limited Collection, Lambi has unveiled a new line of toilet tissue and household towels uniquely styled for discerning, trend-conscious buyers. Designed by up-and-coming talent Emil Bertell, the Unlimited Dreams collection features a playful, imaginative pattern inspired by the world of dreams, poetry and fairy-tales. Bertell, a 25-year-old art student, has worked as an illustrator since 2007 and is the winner of the 2008 Mikkeli Illustration Triennial. He creates drawings in lead pencil which he then manipulates digitally. His illustrations and Fenotype fonts have been featured in international publications such as Page and Computer Arts Projects. His clients include the Nelonen television network, Atria, Mbar, Sokotel and numerous magazines and newspapers. The dreamy theme of the new designer collection - selected on the basis of a customer survey - follows the latest trends in fashion and interior design. It has an eye-catching, hand-printed look that transforms tissue from a commodity into a luxury item. The annually issued Lambi Limited Collection was launched last year to set a new design benchmark in the consumer tissue category. Strengthening Lambi's profile as a premium brand, it embraces the belief that design belongs everywhere, from the bathroom to the kitchen worktop. With the cocooning trend showing no sign of abating, consumers are keener than ever to invest in their home and family. Bringing affordable luxury to every household, Lambi has stepped into an underexplored area of the European tissue market with a collection that brings design into a whole new arena. “It's interesting to take an everyday product onto a whole new level. Consumers are gradually learning that design can be everywhere, and within everyone's reach,” says Lambi Brand Director Anna Jenkins. The 2010 Unlimited Dreams collection was launched in January and is currently available in Nordic, Baltic and Eastern European countries as well as in Russia. The range consists of turquoise and orange patterned household towels available in two- and three-roll packages as well as pink and black patterned toilet paper in four- and six-roll packages. The price of a three-roll household towel pack is about three euros and the six-roll toilet paper pack costs about four euros. All Lambi products are extra gentle for sensitive skin and they comply with the strictest standards of the Nordic Swan environmental label. They are made of pure primary fibre sourced from sustainably managed, certified forests. Additional information: Anna Jenkins, Brand Director, Metsä Tissue +358 44 078 7785, anna.jenkins[at]metsatissue.com Paavo Liestalo, SVP, Marketing & Business Development, Consumer business area, Metsä Tissue +358 50 325 2378, paavo.liestalo[at]metsatissue.com www.lambi.com www.metsatissue.com Soft, white and hygienic Lambi products are produced with 100% pure new cellulose, making them suitable even for the most sensitive skin. Lambi products have been awarded the Nordic Swan ecolabel, all our fibre raw material being sourced from responsibly managed forests. Lambi products were first introduced to consumers in 1962 under the name Vita Lamm in Sweden. Currently Lambi products are available in 15 countries. Metsä Tissue is a leading tissue paper products supplier to households and large-scale consumers in Europe. We are also the world's leading supplier of baking and cooking paper products. Our main brands are Lambi, Serla, Mola, Tento, Katrin and SAGA. We have production units based in Finland, Germany, Poland, Russia, Slovakia and Sweden and we employ a personnel of 3,200. Our turnover is EUR 930 million. Metsä Tissue is part of the Metsäliitto Group.