As part of the launch, Koozie Group will offer three ICEMULE models: The Jaunt 15L, The Classic 15L and The Classic 9L. All three feature collapsible construction for easy storage and transport, lightweight designs and insulation intended to keep contents cold for extended periods. The products expand Koozie Group’s existing soft cooler lineup with options geared toward active lifestyles and outdoor recreation.

“ICEMULE is a perfect addition to our portfolio,” says KayLee Wheeler, category manager at Koozie Group. “Distributors have been asking for more premium brand-name products, and ICEMULE’s high-performance, collapsible coolers fill a gap in our core soft-cooler line. We now offer distributors a trusted, outdoor-ready brand for active-lifestyle clients, at a moment when retail-recognizable names are exactly what the market wants.” Brian Flynn, owner of ICEMULE, said the partnership will bring the company’s products to a broader audience through Koozie Group’s network in the promotional products industry.

Essent AI Connect is designed to bridge PromoStandards and AI applications by converting supplier endpoints into AI-ready tools. The platform uses MCP, an emerging standard for connecting AI systems to business applications, while incorporating promotional products-specific context, service mapping and governance controls. Access is managed through identity, role and authorization settings, with suppliers maintaining control over what data and capabilities users can access. The connector is compatible with AI platforms including ChatGPT, Claude, Copilot Studio and Gemini.

“The industry is quickly adopting AI assistants and agents, but these applications don’t have direct access to the business they need in order to make accurate decisions,” says Eric S. Alessi, CEO of Essent Corporation. “Essent AI Connect provides controlled access in the form they need while leveraging industry standards.” The company offers three subscription tiers, ranging from a single-user Personal edition to a Trading Partner edition that supports authorized customer access. According to Essent, the multi-tenant connector requires no software installation or modifications to a supplier’s existing environment, and implementation can be completed using existing PromoStandards credentials.

As part of the transition, Donna Ashley will remain in a client-facing role and continue working directly with East Beach customers as a member of the Zebra Marketing team. Snyder will also assist during the transition by helping transfer customer information, artwork, order histories and other account details. East Beach will complete existing orders already in progress, while Zebra Marketing will begin fulfilling new orders placed on or after Oct. 1.

Based in Mobile, Alabama, Zebra Marketing provides promotional products, branded apparel, fulfillment services, online company stores and marketing solutions to organizations nationwide. Company officials said East Beach customers will gain access to expanded technology, creative resources, fulfillment capabilities and a larger selection of branded merchandise while maintaining local support. “Our goal is to protect those relationships and provide the same personal attention clients are accustomed to while giving them access to an even broader range of products, services and technology,” said Danny Sirmon of Zebra Marketing Corporation.

As part of the transaction, Van Rossum will become a partner in TSC and serve as president of Milwaukee operations, remaining actively involved with clients, sales and the growth of the Wisconsin-based business. The acquisition also brings 24 members of the 3tree team to TSC, increasing the company’s workforce to 88 employees and expanding its presence in the Midwest. In addition to its client relationships, 3tree adds capabilities in areas such as ecommerce, fulfillment, licensing, display solutions, awards and incentive programs and global distribution.

TSC CEO Sam Riden said the acquisition was driven by the alignment between the two organizations and the opportunities it creates for future growth. “We’ve built a great relationship with Kevin through this process and are really excited about what he and the 3tree team bring to TSC,” Riden says. “Milwaukee is a great market for us and gives us an opportunity to expand our footprint in the Midwest, while adding strong client relationships and capabilities that complement what we already do. We’re excited to welcome 3tree to TSC and really looking forward to what we can build together.”

The rebrand includes a redesigned logo featuring a three-dimensional effect created by the positioning of the letters “pt.” The company said the new tagline reflects the growing popularity of the term “merch,” particularly among younger audiences, while emphasizing the role of merchandise and haptic advertising within broader marketing strategies. “The new brand encompasses all HAPTICA communication platforms, all of which share a common purpose: To inform, inspire and connect end users, suppliers and fans of merchandise and haptic advertising,” the company said.

The HAPTICA platform includes a bi-monthly print magazine, an online portal with daily news and product-focused content, a monthly newsletter and a LinkedIn community. It also hosts HAPTICA live, an annual trade show that brings together suppliers, distributors, marketers and end buyers to explore promotional products and branding opportunities. The event’s 15th edition is scheduled for March 17, 2027, at the World Conference Center Bonn in Germany and is expected to feature more than 100 exhibitors, educational sessions and a showcase of marketing campaigns.