Novel core-shell latices with a partially crosslinked hydrophilic polymer core and a hard hydrophobic shell of polystyrene were prepared to improve optical properties of coated paper Such as gloss and brightness. These core-shell latices were prepared by sequential addition of a monomer mixture of styrene, n-butylacrylate and methacrylic acid. Different crosslinkers were used to form the polymer core and in the second stage styrene to form the hard shell component. In addition, attempts were made to further improve optical properties by introducing a new polymerizable optical brightener, i.e., 1-[(4-vinylphenoxy)-methyl]-4-(2-phenylethylenyl)benzene during polymerization either into the core or into the shell. The prepared core-shell latex particles were used as specialty plastic pigments for paper coating together with kaolin as the primary pigment. The runability of paper coating formulation by either using a laboratory scale Helicoater or pilot scale JET-coating machine was very good. The produced coated papers were printed on both sides employing a heat set web offset (HSWO) printer to study the quality of image reproduction in terms of print gloss, print mottle, print through, etc. The core-shell latices improved the overall print quality. Furthermore, the results demonstrated that by optimizing polymer composition one can significantly enhance the optical properties and surface smoothness of coated paper. (C) 2009 Wiley Periodicals, Inc. J Appl Polym Sci 112: 1265-1270, 2009