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Dunder Mifflin and success in reverse product placement

Actual Dunder Mifflin paper during the
Actual Dunder Mifflin paper during the "The Office" Stars Kate Flannery And Oscar Nunez Support for's Launch Of Dunder Mifflin Paperon December 13, 2011 in New York City.
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"The Office" may be in its final seasons on NBC, but Dunder Mifflin — the paper company that Dwight, Pam et al. work for — will live on. That's because the company has crossed over into the real world.

Quill Inc. of Lincolnshire, Ill. has created a  brand called Dunder Mifflin, which sells specialty copy paper. It's been successful enough that the company just announced it will release more Dunder Mifflin products.

This is not the first time that a fictional company had become reality. Called reverse product placement, or de-fictionalization, this has happened in the past with Willie Wonka candy and Bubba Gump Shrimp restaurants, based on the concept from the film "Forrest Gump."

We'll speak with Stuart Elliott, advertising columnist for the New York Times.