Tupperware Corp., known through the generations for selling plastic food-storage containers through staid living-room ''parties,'' is trying to become cool. In an effort to generate buzz, the 59-year-old company is throwing high-profile Tupperware parties with stars like Naomi Watts and actor-rapper Ice-T on the guest lists. At this season's Fashion Week, the company managed to get its wares in a gift bag for celebrities, along with such coveted items as a $600 faux crocodile Dooney & Bourke.

Over the past year, the company has been quietly rolling out edgier products. Consumers now can buy a Tupperware ice-cream scoop with a stainless-steel head, a $25 Lil' Chopper, which chops small amounts of food, and the Heartbreaker, a utensil that cracks shells and removes pits. In November, it plans to start selling wine glasses made of its trademark plastic.

The classic Tupperware storage containers also are getting a makeover, turning up in colors like amethyst and ruby and in accordion-like versions that can be flattened out for easy storage.

Salt Lake Tribune