On NBC’s long-running hit “The Office,” the fictional paper company Dunder Mifflin has always struggled to compete with its office supply rivals. Nevertheless, Quill.com (an online outlet owned by Staples Inc.) thinks that the Dunder Mifflin brand has the potential to succeed in the real world.
In a case of life imitating art, Quill.com has entered into a licensing arrangement with NBC’s parent company, which will receive approximately six percent of the revenue from Dunder Mifflin paper sales.
And despite the fact that the Dunder Mifflin brand will be sold at a premium price (or at least above most private-label paper), Quill.com isn’t even trying to sell consumers on quality. In fact, boxes will be emblazoned with slogans like: “Our motto is ‘Quabity First.’”