The holiday shopping season came to life at Newell Brands' Atlanta headquarters on October 28, as the company welcomed 80 influencers and media guests for its first Atlanta Holiday Gift Market. The immersive experience brought together 14 brands from across Newell's portfolio, giving attendees an opportunity to discover gifting favorites, explore product innovations and gather inspiration ahead of the holiday shopping season.
Hosted by Newell Brands' Amazon Sales and Total Media & Partnerships teams in collaboration with participating brand teams, the event created a festive marketplace where creators and media could interact directly with products, connect with brand experts and capture content to share with their audiences.
Bringing Holiday Inspiration to Life
From kitchen essentials and entertaining favorites to creative activities, baby products and outdoor gear, the Holiday Gift Market highlighted the breadth of Newell Brands' portfolio.
The event featured products from Graco®, NUK®, Rubbermaid Commercial Products®, Ball®, Calphalon®, Crock-Pot®, FoodSaver®, Oster®, Rubbermaid®, Coleman®, Elmer's®, EXPO®, Paper Mate® and Sharpie®.
Through hands-on demonstrations, festive displays and holiday-inspired activities, guests explored products in settings designed around seasonal gifting and everyday use. The experience provided opportunities for creators to discover products firsthand and develop authentic content for their audiences as consumers prepare for the holidays.
Extending the Experience Beyond the Event
The Holiday Gift Market was designed to help introduce Newell Brands' products to more consumers ahead of key Amazon holiday shopping moments, using the reach and credibility of creators and lifestyle media to support product discovery.
That momentum was evident almost immediately. Within the first 48 hours following the event, attendees shared 66 social media posts generating nearly 250,000 impressions, extending the experience to audiences beyond Newell's Atlanta headquarters.
The event builds on Newell Brands' approach to connecting influencer engagement, product experiences and retail partnerships. Earlier this year, the company hosted a similar showcase in Hoboken, New Jersey, ahead of Amazon Prime Day, bringing together creators and media to experience products across its portfolio.
Following the Atlanta event, Newell's teams continued engaging attendees and coordinating additional product seeding to support holiday promotional opportunities and keep the conversation going throughout the shopping season.
Sharing Holiday Cheer with the Atlanta Community
The Holiday Gift Market also provided an opportunity to support the local community through Newell Brands' partnership with the Empty Stocking Fund, a nonprofit organization serving children and families in Metro Atlanta.
In connection with the event, Newell Brands donated 812 activity sets and kits, including Elmer's Frosty Slime Activity Sets and Prismacolor Activity Kits, to help bring creativity and holiday cheer to local children.
The contribution reflects Newell Brands' ongoing commitment to supporting the communities where its employees live and work, extending the spirit of the Holiday Gift Market beyond the event itself.
By bringing together brand expertise, retail partnerships, creator engagement and community support, the Atlanta Holiday Gift Market demonstrated how collaboration across Newell Brands can create meaningful experiences that connect consumers with the company's iconic brands.