The struggles of fictional paper company Dunder Mifflin to compete with real-life office-supply chains like Staples Inc. are a running joke on NBC's "The Office." Now, an online outlet owned by Staples is using the Dunder Mifflin name to try to sell more copy paper.

Staples' Quill.com has struck a licensing deal with NBC's parent company to launch a Dunder Mifflin brand. Priced largely above private-label copy paper, the Dunder Mifflin packages will be emblazoned with slogans such as "Our motto is, 'Quabity First' " and "Get...