MeDiA kit

Phoenix, Arizona – This isn’t your typical press release, because this isn't your average little

brown square. So to celebrate a crazy-bold new look and 25 years of baking up the most boss

brownies in the world, here are 25 things to know about Fairytale Brownies right now.

FAIRYTALE BROWNIES GETS EPIC MAKEOVER,CELEBRATES 25 YEARS WITH

A BIG ONLINE DEAL & GIVEAWAYS

A N D N O W , T H E 2 5 N E E D - T O - K N O W S . . .

@FTBROWNIES

1

2

3

4

5

6

7

8

9

10

11

12

13

D R E A M E D U P BY T W O K I D S O N A P L AYG R O U N DThis booming brownie biz began in the brains of two kids on a playground. Now, they’re running a gourmet treat empire.

T H E N E X T C H A P T E RIt’s been 10 years since the last brand makeover and Fairytale is stoked for a new look for the next 10+ years! “Bright, bold and built for the social media age,” said co-founder Eileen Spitalny. “Little brown squares never looked so good!”

W O W, T H AT ’ S A B O L D LO O K !Why the new look? Because we’re proud to stand out in the mailbox and online, just like our products! Brownies are super fun and so is our new vibe!

I T ’ S A B I G D E A LNo seriously. Head to Brownies.com and score 25% o� a special selection of fan-selected favorites! Use code “ABIGDEAL.”

B R O W N I E G I V E AWAY SDuring the month of September 2017, follow us on social media for big brownie giveaways!

“A L E X A , R E O R D E R FA I R Y TA L E B R O W N I E S , N O W ! ”We’re on Amazon!

N E V E R - E N D I N G B R O W N I E S ?Just one more thing to add to your subscription addiction. Stay tuned for the launch of our new subscription program and we’ll deliver the bottomless brownie bowl of your dreams!

1 9 1 E M P LOY E E SIn peak holiday season, we’ve got a crew of 191 bakers, packers, shippers and sta�ers who pour all their love and good vibes into every box of brownies!

A L L T H E AWA R D SOK, not to brag here but our brownies have been featured in The New York Times, The Food Network, USA Today, and earned close to 20 top awards worldwide.

6 0 M I L L I O N B R O W N I E SWe couldn’t believe it either when we sat down and did the math. Since 1992, we’ve baked more than 60 MILLION brownies. And no, we never get tired of the choco-tastic aroma here in the bakery.

# O M G B R O W N I E SIf you’re not following us on social, you should be because #OMGbrownies. ‘Nu� said!

C H A N G I N G R E C I P E S ?Nope. Don't even think about it - we wouldn't dare change the award-winning (secret) brownie recipes that fans have loved forever! Our brownies are proudly baked with imported Belgian chocolate, flu�y cake flour, farm fresh eggs and real creamery butter using a secret family recipe.

F R E E S H I P P I N G !Paying for shipping is sooo 2016. So let us worry about getting these awesome goodies to your doorstep while you just start dreaming of that first bite!

W H AT ’ S T H E FAV E ?Hands down, our Chocolate Chip brownie is our biggest seller and fan favorite. Wanna try? Just ask! We’ll send samples to our media pals any day.

L E T ’ S P L AYWe’re crazy about kids! Countless kids have played on the many playgrounds that we’ve helped to build with our nonprofit partner, KaBOOM!

L I K E , C R A Z Y B U S YDuring the holiday season, we move up to 15,000 hand packed brownie gi�s out the door each day, with a team of 70 shippers working around the clock.

B R O W N I E S YO U R WAYMake your next luxe gi� experience extra personal by featuring your brand, graphic, photo or message alongside our new look.

N E W N A M E ?The logo order is di�erent but nope! We are Fairytale Brownies, forever. We’re simply stacking the logo to emphasize our core product and our #1 spot in the marketplace! We’re brownies first!

W H E N ’ S I T H A P P E N I N G ?We’re in Phase No. 2 of 10 right now. Over the next 12 months, we'll be phasing in new, brighter packaging and joyfully designed elements to bring even more "wow" upon arrival, just like the “wow” that's inside the box. The product transition should be complete by Fall 2018!

W H E R E ’ S T H E B R O W N I E G U Y ?A�er a star studded career of 25 years baking up the best brownies, our little friend is making plans for an exotic beach vacation!

C R A Z Y F O R C O O K I E SYou’re already madly in love with our brownies, ready to go crazy for our cookies? You guessed it, still from scratch.

B A N G I N ’ B A R SSo we’ve sold you on our brownies and cookies, but how about our bars? Oh wait, is that your shopping cart filling up? Our bad.

D R E A M J O B : FA I R Y TA L E TA S T E T E S T E RNo joke, coming soon to Brownies.com.

T H E N E X T 2 5 Y E A R SAs if this wasn’t enough for you, just wait.

I * H AV E * TO L E A R N M O R E . . . C A N I I N T E R V I E W T H E O W N E R S ?Our trusty PR sidekicks at AWE Collective have you covered. Shoot them a note at fairytale@awecollective.com for media interviews, high-resolution photos, videos and more.

@FTBROWNIES

MEDIA CONTACT EILEEN SPITALNYeileen@brownies.com • 602.489.5155

14

15

16

17

18

19

20

21

22

23

24

25

D R E A M E D U P BY T W O K I D S O N A P L AYG R O U N DThis booming brownie biz began in the brains of two kids on a playground. Now, they’re running a gourmet treat empire.

T H E N E X T C H A P T E RIt’s been 10 years since the last brand makeover and Fairytale is stoked for a new look for the next 10+ years! “Bright, bold and built for the social media age,” said co-founder Eileen Spitalny. “Little brown squares never looked so good!”

W O W, T H AT ’ S A B O L D LO O K !Why the new look? Because we’re proud to stand out in the mailbox and online, just like our products! Brownies are super fun and so is our new vibe!

I T ’ S A B I G D E A LNo seriously. Head to Brownies.com and score 25% o� a special selection of fan-selected favorites! Use code “ABIGDEAL.”

B R O W N I E G I V E AWAY SDuring the month of September 2017, follow us on social media for big brownie giveaways!

“A L E X A , R E O R D E R FA I R Y TA L E B R O W N I E S , N O W ! ”We’re on Amazon!

N E V E R - E N D I N G B R O W N I E S ?Just one more thing to add to your subscription addiction. Stay tuned for the launch of our new subscription program and we’ll deliver the bottomless brownie bowl of your dreams!

1 9 1 E M P LOY E E SIn peak holiday season, we’ve got a crew of 191 bakers, packers, shippers and sta�ers who pour all their love and good vibes into every box of brownies!

A L L T H E AWA R D SOK, not to brag here but our brownies have been featured in The New York Times, The Food Network, USA Today, and earned close to 20 top awards worldwide.

6 0 M I L L I O N B R O W N I E SWe couldn’t believe it either when we sat down and did the math. Since 1992, we’ve baked more than 60 MILLION brownies. And no, we never get tired of the choco-tastic aroma here in the bakery.

# O M G B R O W N I E SIf you’re not following us on social, you should be because #OMGbrownies. ‘Nu� said!

C H A N G I N G R E C I P E S ?Nope. Don't even think about it - we wouldn't dare change the award-winning (secret) brownie recipes that fans have loved forever! Our brownies are proudly baked with imported Belgian chocolate, flu�y cake flour, farm fresh eggs and real creamery butter using a secret family recipe.

F R E E S H I P P I N G !Paying for shipping is sooo 2016. So let us worry about getting these awesome goodies to your doorstep while you just start dreaming of that first bite!

W H AT ’ S T H E FAV E ?Hands down, our Chocolate Chip brownie is our biggest seller and fan favorite. Wanna try? Just ask! We’ll send samples to our media pals any day.

L E T ’ S P L AYWe’re crazy about kids! Countless kids have played on the many playgrounds that we’ve helped to build with our nonprofit partner, KaBOOM!

L I K E , C R A Z Y B U S YDuring the holiday season, we move up to 15,000 hand packed brownie gi�s out the door each day, with a team of 70 shippers working around the clock.

B R O W N I E S YO U R WAYMake your next luxe gi� experience extra personal by featuring your brand, graphic, photo or message alongside our new look.

N E W N A M E ?The logo order is di�erent but nope! We are Fairytale Brownies, forever. We’re simply stacking the logo to emphasize our core product and our #1 spot in the marketplace! We’re brownies first!

W H E N ’ S I T H A P P E N I N G ?We’re in Phase No. 2 of 10 right now. Over the next 12 months, we'll be phasing in new, brighter packaging and joyfully designed elements to bring even more "wow" upon arrival, just like the “wow” that's inside the box. The product transition should be complete by Fall 2018!

W H E R E ’ S T H E B R O W N I E G U Y ?A�er a star studded career of 25 years baking up the best brownies, our little friend is making plans for an exotic beach vacation!

C R A Z Y F O R C O O K I E SYou’re already madly in love with our brownies, ready to go crazy for our cookies? You guessed it, still from scratch.

B A N G I N ’ B A R SSo we’ve sold you on our brownies and cookies, but how about our bars? Oh wait, is that your shopping cart filling up? Our bad.

D R E A M J O B : FA I R Y TA L E TA S T E T E S T E RNo joke, coming soon to Brownies.com.

T H E N E X T 2 5 Y E A R SAs if this wasn’t enough for you, just wait.

I * H AV E * TO L E A R N M O R E . . . C A N I I N T E R V I E W T H E O W N E R S ?Our trusty PR sidekicks at AWE Collective have you covered. Shoot them a note at fairytale@awecollective.com for media interviews, high-resolution photos, videos and more.

@FTBROWNIES

ABOUT BROWNIES.COM

FACTS WE

We can’t tell you our secret, from-scratch recipe...but yes, you can sure eat it! And for more

than 25 years, fans across the world have been doing just that – quickly discovering their new

sweet fix. Think outside the boxed brownie mix and #treatyoself to these obsession-inducing

luxe treats made with imported Belgian chocolate, flu�y cake flour, farm fresh eggs and real

creamery butter using a secret family recipe. Pretty impressive for little brown squares, huh?

Learn more and order now at Brownies.com.

Fairytale Brownies was born in 1992, and its leadership, too, is Arizona born-and-bred,

with both David and Eileen hailing from the Grand Canyon State.

Fairytale’s co-founders first forged a friendship at Madison Heights Elementary in Phoenix

in 1971.

Fairytale Brownies has donated more than $250,000 to KaBOOM! to date, helping the national

nonprofit build and develop countless playgrounds for communities in need.

Fairytale Brownies employs a full-time workforce of 45 and a seasonal workforce that

approaches 200.

Fairytale Brownies works its magic within a massive, 37,000 square-foot Phoenix bakery.

AN AWARD-WINNING RECIPE F E AT U R E D I N N E W YO R K T I M E S , T H E F O O D N E T W O R K , U S A TO DAY

V O T E D “ B E S T LO C A L P R O D U C T ” A N D “ C O O L E S T C O M PA N Y ”

W I N N E R O F “ I N T E R N E T R E TA I L E R TO P 1 0 0 AWA R D ”

N A M E D “ B U S I N E S S -TO - B U S I N E S S C ATA LO G E R O F T H E Y E A R ”

R E C I P I E N T O F T H E B E T T E R B U S I N E S S B U R E AU ’ S “ TO R C H AWA R D F O R B U S I N E S S E T H I C S ”

@FTBROWNIES

MEET THE MAGIC MAKERS

While most kids were playing kickball on their kindergarten playgrounds, Eileen Spitalny and

David Kravetz were deciding how they’d one day dominate the baked-goods business world.

The two took a childhood playground pact and turned it into something not only tangible, but

massively profitable, with Fairytale Brownies now baking and delivering millions of brownies,

cookies and bars to new and intensely loyal customers every year.

While Eileen had an interest in being her own boss from day one, she detoured along her path

to gourmet baked-goods industry domination, securing degrees in business and Spanish from

the University of Southern California and spending seven years as a top sales producer at

Univision, a leading Spanish television network, before jumping into the brownie game with

both feet in 1992. Making it a true family a�air, Eileen’s husband, Michael, was Fairytale’s

first-ever baker and employee.

Nowadays, Eileen serves as Fairytale’s Sales and Public Relations team leader, orchestrating

the business’ corporate sales, wholesale and public relations e�orts. She’s also maintained a

so� spot for where Fairytale’s story began – the playground – and proved instrumental in

supporting KaBOOM!, a national nonprofit dedicated to helping communities build and

improve their own playgrounds, by donating thousands of brownies, volunteer hours, and

more than $250,000 to its e�orts. The bakery just finished it’s most recent playground build in

the spring of 2017, marking the kick o� of Fairytale Brownies’ 25th anniversary.

A one-time USC Entrepreneur and Arizona Small Businessperson of the Year, Eileen has made

immense strides at the local level, too, serving as an ASU Art Museum Advisory Board Member

and Slow Food member in addition to working closely alongside the Entrepreneurs’

Organization. She also served as Programs Co-chair for the San Francisco Les Dames d’Esco�ier

Chapter and was featured in Cooking with Les Dames d’Esco�ier: At Home with the Women

Who Shape the Way We Eat and Drink. As of 2017, Eileen has been named the incoming San

Francisco Les Dames d’Esco�ier Chapter President.

Eileen maintains a keen interest in the arts, yoga and exploring the culinary wonders of the

world while splitting her time between Phoenix and San Francisco.

eILEen Spitalny

@FTBROWNIES

MEET THE MAGIC MAKERS

Armed with his mother’s one-of-a-kind brownie recipe, David and Eileen Spitalny turned their

childhood dream into everyone’s delicious reality: Fairytale Brownies. Since the playground

in 1971, David took a few stops to earn his mechanical engineering degree from Stanford

University and then packaging design experience from consumer goods powerhouse Procter &

Gamble along the way.

Cut to 1992, when the pair again picks up that recipe and spends late nights in a friend’s

catering kitchen, baking up batch a�er batch of gourmet brownies to meet rising demand.

By the following year, David and Eileen bid farewell to their day jobs and set sail for sweeter

pastures, dedicating themselves – and their $14,000 investment – exclusively to succeeding in

the brownie biz.

Nowadays, David’s late-night baking bouts are behind him, as he oversees the operations of

what’s grown to be one of the nation’s best-selling mail-order brownie and cookie companies.

He gets brownie points for racking up an impressive list of accolades along the way, including

turns as Ernst & Young’s Arizona Retail Entrepreneur of the Year and the United States Small

Business Administration’s Arizona Small Businessperson of the Year. Fairytale Brownies, too,

has fared well within the award circuit with David at the helm, scoring the Arizona Better

Business Bureau’s Business Ethics Award, the BBB International Torch Award for Marketplace

Excellence and the Phoenix Chamber of Commerce’s Innovative Small Business of the Year, to

name a few.

When he’s not busy with the brownie biz, David enjoys golf, traveling, tinkering in his shop,

exploring the ever-expanding Phoenix food scene, and spending time with his family.

DaVid kRAveTz

@FTBROWNIES

MEDIA CONTACT EILEEN SPITALNYeileen@brownies.com • 602.489.5155

BROWNIES COMING TO YOUR CITY

GET IN TOUCH

O U R H A P P Y G O LU C K Y C O - O W N E R E I L E E N H A S YO U C O V E R E D .

S H O OT H E R A N OT E AT E I L E E N @ B R O W N I E S . C O M F O R M E D I A

I N T E R V I E W S , H I G H - R E S O LU T I O N P H OT O S , V I D E O S A N D M O R E .

OCTOBER 6 - 8 . . . . . . . . . . . . . . . . . . . . . . . . . . . . THE BIG CHOCOLATE SHOW - NEW YORK CITY, NY

OCTOBER 26 - 29 . . . . . . . . . . . . . . . . . . . . . LDEI ANNUAL CONFERENCE - NEWPORT BEACH, CA

NOVEMBER 4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . LOCAL FIRST FALL FESTIVAL - PHOENIX, AZ

JANUARY 16 - 18, 2018 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PPAI SHOW - LAS VEGAS, NV

JANUARY 25 - 26, 2018 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ASI DALLAS - DALLAS, TX

APRIL 7 - 8, 2018 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . FOODIE CON - LOS ANGELES, CA

@FTBROWNIES