Newell Custom Writing Instruments

Newell Custom Writing Instruments or Expo is a whiteboard (dry erase), marker, and accessory brand of products made by Sanford,^[1] now a part of Newell Brands since its acquisition.^[2] As of 2026, the dry erase marker line of Expo comes in 23 colors, including 18 core colors^[3] and 5 neon colors.^[4]

In 1965, The Sanford corporation ^[5] offered its first temporary visual communication aid. The name was Vis-à-Vis,^[6] and was a wet erase marker for overhead projectors^[7] 11 years later, in August of 1976 the company launched the first EXPO dry erase marker.^[8] The original colors included Black, Red, Blue and Green in a Chisel Tip style. Four more colors: Yellow, Orange, Brown and Purple, were later added in April 1978.^[9] The success of EXPO dry erase markers was so good, that in 1981, Sanford launched the marker in Fine Point style, providing a smaller, more pen like feel. In 1991, Ultra Fine Point and Bullet Tip were added. Accessories^[10] launched in the early 1990s, which included erasers and dry erase board cleaners.

In November 1986, the company launched a new marker named EXPO II, later renamed EXPO2.^[11] This marker featured an alcohol-based ink instead of the strong-odored methyl isobutyl ketone based ink that the original used.

In 2003, Sanford introduced a new line of accessories, including more advanced whiteboard erasers with rubber grips,^[12] whiteboard cleaners, dry erase whiteboards,^[13] clips, and bags. in 2010, new markers have been introduced including washable, retractable, scented, fluorescent wet erase (Bright Sticks), and Neon. ^[14]