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 tis ...

, bathroom tissue,

paper towels A paper towel is an absorbent, disposable towel made from paper. In Commonwealth English, 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 Pe ...

, 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 also sometimes used as a bib by tucking it into a shirt collar. It is usually small and folded, s ...

. The brand is owned by Canadian paper company

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 Stat ...

History

In 1929,

New York New York most commonly refers to: * New York (state), a state in the northeastern United States * New York City, the most populous city in the United States, located in the state of New York New York may also refer to: Places United Kingdom * ...

-based National Cellulose Company dissolved a relationship with its Canadian distributor and opened its first Canadian office in downtown

Toronto Toronto ( , locally pronounced or ) is the List of the largest municipalities in Canada by population, most populous city in Canada. It is the capital city of the Provinces and territories of Canada, Canadian province of Ontario. With a p ...

. 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 C ...

and was renamed Facelle Company. In 1963, the Facelle Company launched its Royale brand 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. It was founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/con ...

where it remained until 2001 when

purchased P&G’s

Weston Road Weston Road is both a contour street and a north–south street in western Toronto and western York Region in Ontario, Canada. The road is named for the neighbourhood and former Town of Weston, which is located near Weston Road and Lawrence Ave ...

plant in Toronto, Ontario, along with the rights to the Royale brand.

Advertising

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 meant to represent the softness of Royale products. 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. Since then, the Kittens have appeared in television, print, and

Internet marketing The Internet (or internet) is the global system of interconnected computer networks that uses the Internet protocol suite (TCP/IP) to communicate between networks and devices. It is a network of networks that consists of private, publ ...

material for Royale. In 2010, an official

Facebook Facebook is a social media and social networking service owned by the American technology conglomerate Meta Platforms, Meta. Created in 2004 by Mark Zuckerberg with four other Harvard College students and roommates, Eduardo Saverin, Andre ...

community page was created in the name of the Royale Kittens. 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 JournalAncient Forest friendly tissue products50 years of kitten’y softness , The TimesNew Irving generation broadens horizons – The Globe and Mail
* * * * * * *

External links

* {{official website, 1=http://royale.ca/ Canadian brands Paper products Personal care brands Irving Group of Companies