diff --git a/docs/experimental/ref/newitem/fields.rst b/docs/experimental/ref/newitem/fields.rst
index 6e9a87328..c7aba31df 100644
--- a/docs/experimental/ref/newitem/fields.rst
+++ b/docs/experimental/ref/newitem/fields.rst
@@ -4,7 +4,7 @@
 Item Fields
 ===========
 
-.. module:: scrapy.contrib_exp.newitem.fields
+.. module:: scrapy.newitem.fields
 
 Field options
 =============
diff --git a/docs/experimental/topics/newitem/index.rst b/docs/experimental/topics/newitem/index.rst
index 816af939d..976d393ea 100644
--- a/docs/experimental/topics/newitem/index.rst
+++ b/docs/experimental/topics/newitem/index.rst
@@ -35,15 +35,15 @@ Or you can use your own class to represent items, just be sure it inherits from
 More advanced items
 ===================
 
-.. currentmodule:: scrapy.contrib_exp.newitem
+.. currentmodule:: scrapy.newitem
 
 Scrapy provides :class:`Item` (a subclass of :class:`~scrapy.item.ScrapedItem`)
 that works like a form with fields to store the item's data.
 
 To use this items you first define the item's fields as class attributes::
 
-   from scrapy.contrib_exp.newitem import Item
-   from scrapy.contrib_exp.newitem import fields
+   from scrapy.newitem import Item
+   from scrapy.newitem import fields
 
    class NewsItem(Item):
        headline = fields.TextField()
@@ -78,7 +78,7 @@ you can use :meth:`Item.get` method to avoid this.
 
 .. code-block:: python
 
-   from scrapy.contrib_exp.newitem import Item, fields
+   from scrapy.newitem import Item, fields
 
    class NewsItem(Item):
        headline = fields.TextField()
diff --git a/scrapy/contrib_exp/newitem/__init__.py b/scrapy/contrib_exp/newitem/__init__.py
index bde80fc7e..e69de29bb 100644
--- a/scrapy/contrib_exp/newitem/__init__.py
+++ b/scrapy/contrib_exp/newitem/__init__.py
@@ -1 +0,0 @@
-from scrapy.contrib_exp.newitem.models import Item
diff --git a/scrapy/newitem/__init__.py b/scrapy/newitem/__init__.py
new file mode 100644
index 000000000..70fc71565
--- /dev/null
+++ b/scrapy/newitem/__init__.py
@@ -0,0 +1 @@
+from scrapy.newitem.models import Item
diff --git a/scrapy/contrib_exp/newitem/fields.py b/scrapy/newitem/fields.py
similarity index 100%
rename from scrapy/contrib_exp/newitem/fields.py
rename to scrapy/newitem/fields.py
diff --git a/scrapy/contrib_exp/newitem/models.py b/scrapy/newitem/models.py
similarity index 96%
rename from scrapy/contrib_exp/newitem/models.py
rename to scrapy/newitem/models.py
index bca1b4381..f8e1d47eb 100644
--- a/scrapy/contrib_exp/newitem/models.py
+++ b/scrapy/newitem/models.py
@@ -1,7 +1,7 @@
 from UserDict import DictMixin
 
 from scrapy.item.models import BaseItem
-from scrapy.contrib_exp.newitem.fields import BaseField
+from scrapy.newitem.fields import BaseField
 
 
 class _ItemMeta(type):
diff --git a/scrapy/contrib_exp/newitem/serialization.py b/scrapy/newitem/serialization.py
similarity index 100%
rename from scrapy/contrib_exp/newitem/serialization.py
rename to scrapy/newitem/serialization.py
diff --git a/scrapy/tests/test_itemadaptor.py b/scrapy/tests/test_itemadaptor.py
index 31e6f9be0..8e37aaf0b 100644
--- a/scrapy/tests/test_itemadaptor.py
+++ b/scrapy/tests/test_itemadaptor.py
@@ -1,7 +1,7 @@
 import unittest
 import string
 from scrapy.contrib_exp.newitem.adaptors import adaptor, ItemAdaptor
-from scrapy.contrib_exp.newitem import Item, fields
+from scrapy.newitem import Item, fields
 
 
 class BaseItem(Item):
diff --git a/scrapy/tests/test_newitem.py b/scrapy/tests/test_newitem.py
index ae56929aa..61bd7d7c6 100644
--- a/scrapy/tests/test_newitem.py
+++ b/scrapy/tests/test_newitem.py
@@ -2,8 +2,8 @@ import datetime
 import decimal
 import unittest
 
-from scrapy.contrib_exp.newitem import Item, fields
-from scrapy.contrib_exp.newitem.fields import BaseField
+from scrapy.newitem import Item, fields
+from scrapy.newitem.fields import BaseField
 
 
 class NewItemTest(unittest.TestCase):