SAN JOSE, CALIF. - A start-up company has dared tread into the competitive waters of the compact disc packaging industry with a new system the firm calls revolutionary. Laserfile Inc. in Englewood Cliffs, N.J., was created in 1994 under the auspices of its parent company, Reynard CVC, to sell the new package designed by the company's founder, Arthur Herr.
Laserfile's patented tray design has a living hinge across the center line, instead of the standard rosette in the center of the CD tray, that locks the CD in place. The hinge feature allows easy access to the CD by pulling out on the tab, sliding the tray from the shell, then folding the tray down and removing the CD.
The advantage, according to Laserfile's national marketing manager Andria McClellan, is that the CD is never flexed in removal. Because of the tray's concave surface, it only touches the CD on the edges where there is no data.
Work on the design began more than six years ago. Design engineering and development for the molds, molded parts and automation needed for high-speed molding production took two years. Complex Tooling and Molding in Loveland, Colo., built the molds and is running parts to build inventory for Laserfile's release in July.
The Laserfile CD package is molded of high-heat crystal polystyrene with a polypropylene tray.
McClellan said the company recently reorganized and added Mike Dubelko as chief executive officer. Most recently, Dubelko was president of Cannell Studios in Hollywood, Calif.
``He's been invaluable in getting into the major studios and industry leaders in the music, CD-ROM and video industries with our product,'' McClellan said.
Laserfile also has a West Coast sales office in Hollywood.
The company is planning a similar package for digital video discs.