Reduce launches Vera Bradley tumblers and accessories

IMG Licensing has united drinkware brand Reduce with Vera Bradley for a new line of tumblers and accessories.

The collection includes Vera Bradley prints and patterns, including Tiny Tomatoes, Garden Paisley Blue, Poppy Meadow, Bluebell Ditsy Hibiscus and Lake Fishies. As well as tumblers, the launch also includes straw toppers, wrist straps and mini tote bag charms.

“Many of the women on our team still have their Vera Bradley pieces from college, while our younger team members have embraced the brand with a fresh, modern perspective,” said Meg Smith, Marketing Director at Reduce.

“Seeing that multigenerational love made this collaboration a perfect fit.”

Tasha Blackman, Head of Marketing at Vera Bradley, added: “Vera Bradley and Reduce both create functional yet joyful products that resonate with people of all ages. This collaboration felt serendipitous, as co-founders Barbara Bradley Baekgaard and Patricia R. Miller were inspired to create Vera Bradley while traveling through the Atlanta airport, which, fittingly, is where Reduce is based.

“It’s only natural that our two brands are now coming together to make everyday adventures, near or far, a little more joyful.”

The Vera Bradley x Reduce collection is available in select Target stores and on Target.com.