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Walmart Canada to launch first eyewear collection created by the legendary Elton John

Eyewear line gives fans access to high-quality, stylish products while benefiting the Elton John AIDS Foundation

MISSISSAUGA, Mar. 7, 2022 — Elton John Eyewear, a new line of stylish, accessible eyewear, is now available at Walmart Canada.

Elton John collaborated closely with Walmart on the development of the brand, with each pair inspired by his iconic style and famed music career. Each frame was given a name by Elton himself, like “Rocketman,” a nod to his chart-topping hit and most recent Academy Award Nominated film of the same name; “A-List” reflecting moments when he was at the peak of his career; and “Prodigy,” representing his rise from a shy piano prodigy in the U.K. to international celebrity. From their shapes and colours to their lenses, the goal of the collection was to ensure that there is a frame for every fan.

“Elton John Eyewear celebrates confidence, self-expression, and authenticity,” said Elton. “The line is designed to have something for everyone, so no matter who you are, you can always Look Yourself. It’s not just about glasses, it’s about changing the way people see themselves.”

The launch of Elton John Eyewear collection also furthers Walmart’s support of the Elton John AIDS Foundation’s mission. Walmart Inc. will donate a minimum of $1 million annually from the Elton John Eyewear collection to support the Elton John AIDS Foundation to increase HIV education and awareness and encourage individuals to take the first steps toward a healthier future.

“Walmart Canada is pleased to announce an exclusive partnership to launch Elton John Eyewear in our Vision Centres across Canada,” said Shelly Kiroff, Senior Vice President, Health and Wellness and Pharmacy at Walmart Canada.  “We know customers look to us for quality, on-trend brands at everyday low prices.  This new launch will deliver a fun and trendy range of eyewear that will make our customers feel and look their best.  On top of that, we’re proud to shine a light on the work of the Elton John AIDS Foundation.”

The Foundations Collection 
The exclusive, evergreen collection – The Foundations Collection – will be available for purchase in Walmart’s Vision Centres across the country.

The Foundations Collection includes 60 frames in total. The frames will retail for $99 before tax and are available in prescription, non-prescription, sun and reader categories.

Each frame is embolized with a signature temple tip silhouette with “E” Star mark and Elton John iconic star brand detailing.

The Elton John Eyewear is also available at Walmart and Sam’s Clubs in the U.S. and will continue to expand across Walmart Inc. retail stores globally.

About Elton John 
Elton John’s career achievements to date are unsurpassed in their breadth and longevity. He is one of the top-selling solo artists of all time, with one diamond, 40 platinum or multi-platinum, and 26 gold albums, over 50 Top 40 hits, and he has sold more than 300 million records worldwide. He holds the record for the biggest-selling single of all time, “Candle in the Wind 1997,” which sold over 33 million copies. “Diamonds,” the Ultimate Greatest Hits album, reached the Top 5 of the UK album charts on its release in November 2017, becoming Elton’s 40th UK Top 40 album in the process. This release celebrated 50 years of his songwriting partnership with Bernie Taupin. August 2018 saw Elton named as the most successful male solo artist in Billboard Hot 100 chart history, having logged 67 entries, including nine No. 1s and 27 Top 10s. In August 2021, Elton achieved his 68th Hot 100 hit with single "Cold Heart (Pnau Remix)," featuring Dua Lipa. The wildly popular track marked his record return to the Billboard Hot 100’s Top 40, extending his run to 50 years. He now holds the longest span of Hot 100’s Top 40 appearances in history. In May 2021, he was honored with the iHeartRadio Icon Award in recognition of his incredible influence on music and pop culture.

In January 2018, Elton announced the “Farewell Yellow Brick Road” Tour at New York’s Gotham Hall. Encompassing five continents, and over 350 dates, the tour kicked off September 2018 and marks his retirement from touring after more than 50 years on the road. In 2019 it was named Billboard’s “Top Rock Tour” and Pollstar’s “Major Tour Of The Year.” To date, Elton has delivered more than 4,000 performances in more than 80 countries since launching his first tour in 1970. 2019 also saw the release of Rocketman and global bestselling autobiography, ME. An epic fantasy musical motion picture of Elton’s life, Rocketman has been a commercial and critical hit, taking close to $200m at the box office. The film has won an Oscar, two Golden Globe Awards and a Critics’ Choice Award and garnered BAFTA nominations. Its soundtrack was also nominated for a GRAMMY Award.

In 1992, Elton established the Elton John AIDS Foundation, which today is one of the leading non-profit HIV/AIDS organizations and has raised over $515 million to date in the global fight against HIV/AIDS. In June 2019, President Emmanuel Macron presented Elton the Légion d’Honneur, France’s highest award, for his lifetime contribution to the arts and the fight against HIV/AIDS.

About Walmart Canada 
Walmart Canada operates a chain of more than 400 stores nationwide serving 1.5 million customers each day. More than 1.5 million customers daily, visit Walmart Canada's flagship online store, Walmart.ca. With more than 100,000 associates, Walmart Canada is one of Canada's largest employers and is ranked one of the country's top 10 most influential brands. Walmart Canada was recently recognized as a LinkedIn Top Company of 2021 and was also named one of Canada’s most popular brands (based on Google searches). Walmart Canada has made a commitment to regeneration – focusing on equitable opportunity, sustainability, community, ethics and integrity. Since 1994, Walmart Canada has raised over $500 million to support communities across Canada. Additional information can be found at walmartcanada.ca and on Walmart Canada’s social media pages – Facebook, Twitter, Instagram and LinkedIn.