Royale is a Canadian brand of consumer household paper products such as
facial tissue
Facial tissue and paper handkerchief refers to a class of soft, absorbent, disposable papers that are suitable for use on the face. They are disposable alternatives for cloth handkerchiefs. The terms are commonly used to refer to the type of pap ...
,
bathroom tissue,
paper towel
A paper towel is an absorbent, disposable towel made from paper. In Britain, paper towels for kitchen use are also known as kitchen rolls, kitchen paper, or kitchen towels. For home use, paper towels are usually sold in a roll of perforated shee ...
, and paper
napkins
A napkin, serviette or face towelette is a square of cloth or paper tissue used at the table for wiping the mouth and fingers while eating. It is usually small and folded, sometimes in intricate designs and shapes.
Etymology and terminology
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History
In 1929,
New York
New York most commonly refers to:
* New York City, the most populous city in the United States, located in the state of New York
* New York (state), a state in the northeastern United States
New York may also refer to:
Film and television
* '' ...
-based National Cellulose Company dissolved a relationship with its Canadian distributor and opened its first Canadian office in downtown
Toronto
Toronto ( ; or ) is the capital city of the Canadian province of Ontario. With a recorded population of 2,794,356 in 2021, it is the most populous city in Canada and the fourth most populous city in North America. The city is the ancho ...
In 1936, Toronto businessman William S. Gibson and a team of investors bought out National Cellulose and Dominion Cellulose was formed. Dominion Cellulose continued to sell its Facelle tissue in Canada until 1961 when the company was sold to
Canadian International Paper Company
The Canadian International Paper Company (CIP) was a Montreal-based forest products company, a former subsidiary of International Paper. It was originally formed as the St. Maurice Lumber Company in 1919 but was renamed in 1925. It was sold to Ca ...
and was renamed Facelle Company. Facelle Company launched its Royale brand in 1963 with two products; 3-ply facial tissue, and 2-ply bathroom tissue.
In August 1991 the Royale brand was sold to
Procter & Gamble
The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer hea ...
where it remained until 2001 when
Irving Tissue
Irving Tissue Company Limited is a tissue products producing company, owned by J.D. Irving Limited.http://www.irvingtissue.ca/About.aspx?id=220&LangType=1033 About Irving Tissue It has manufacturing locations in both Canada and the United State ...
purchased P&G’s Weston Road plant in Toronto, Ontario along with the rights to the Royale brand.
Irving Tissue purchases Toronto plant from Proctor and Gamble
The Royale Kittens
The Royale brand is represented by the Royale Kittens, two white Persian
Persian may refer to:
* People and things from Iran, historically called ''Persia'' in the English language
** Persians, the majority ethnic group in Iran, not to be conflated with the Iranic peoples
** Persian language, an Iranian language of the ...
kittens who embody the Kitten-y softness of Royale products. They first appeared in a 1973 television commercial which ran until 1984. Since then, the Kittens have appeared in television, print, and Internet marketing material for Royale. In 2010, an official Facebook
Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin M ...
community page was created in the name of the Royale Kittens.
Advertising
Royale’s longest running television ad campaign ran from 1973 to 1984, and featured the Royale Kittens playing on a white shag rug and unwinding rolls of bathroom tissue. Other memorable campaigns include Royale’s “The Nose” spot featuring pro hockey player Eddie Shack
Edward Steven Phillip Shack (February 11, 1937July 25, 2020), also known by his nicknames "the Entertainer" and "the Nose", was a Canadian professional ice hockey player of Ukrainian descent who played for six National Hockey League (NHL) teams ...
.
References
Tissue products endure a turbulent time in North America – Perini Journal
*http://www.wildlifeservices.co.uk/files/tissue.pdf
50 years of kitten’y softness , The TimesNew Irving generation broadens horizons – The Globe and Mail
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External links
* {{official website, 1=http://royale.ca/
Canadian brands
Paper products
Personal care brands