6 NEWS New players enter kids’ bike sector
Gyrobike Europe launches stabiliser-free bike, as wooden Dutch brand Kinderfeets eyes UK distribution partners… by Dominic Sacco
AN INNOVATIVE bike is hoping to shake up the market by promising to teach kids to ride without stabilisers. The 3-in-1 Gyrobike uses gyroscopic technology to help keep the bicycle upright. It arrived in the UK on August 30th – priced at £229 – with a special launch at the London Transport Museum. Kids aged three to six can switch between three different settings to help them learn to ride. Users can simply replace the Gyrowheels with standard wheels to slowly transform it into a regular bike. 12-inch and 16-inch Gyrowheels are priced at £115 and £149 respectively. Gyrobike Europe will distribute the
bike in the UK. The firm aims to establish a product fulfilment and customer service team, then build a reseller partner team across Europe. Founder and MD Robert Bodill
(above) discovered the Gyrowheel after it was launched in 2009 by US- based firm The Gyrobike Inc. “We’re expecting the 3-in-1 Gyrobike and Gyrowheel to be picked up across all sectors of retail
TOY SUPPLIERS are in talks with new Dutch firm Kinderfeets to help bring its wooden push bike into the UK market.
from toy stores to cycling, department, gadget and technology retailers,” he told ToyNews. “We understand retail is facing a challenging time, with pressure coming from all sides including an economic downturn, a move away from bricks and mortar shops and savvy consumers demanding high quality products at value pricing. “We believe the 3-in-1 Gyrobike ticks all the boxes and offers retailers and consumers a world-first product at a price that is accessible to all.” Gyrobike Europe: 020 7801 6265
Kinderfeets is a small training bicycle for children aged two and up, due to retail in the UK for around £60 with a wholesale price of £30. It comes with foot-peg pedals, a low step-through frame which places kids’ feet closer to the ground, eco-friendly materials, an adjustable seat and EVA airless tyres. It’s named after the Dutch word ‘kinderfiets’, which means ‘child’s bike’. Award-winning designer Oscar Mulder came up with the idea after being disappointed by the push bikes on the market. He is the owner of package design firm Mulder Design. The Kinderfeets bike launched in the US earlier this month and Mulder wants it to ride into the UK marketplace, too. “We hope Kinderfeets gains distribution in the UK very soon,” he told ToyNews. “Although Kinderfeets doesn’t currently have distribution in the UK, we plan to. In fact, we are currently in discussions with [a key
Oregon readies retail for Meep arrival
OREGON SCIENTIFIC is looking to make up lost ground in the electronic learning sector when it releases Meep, its new children’s tablet aimed at six to nines, on September 20th. The company’s global product manager for electronic learning products, Sebastien Domingues, told ToyNews: “We were one of the leaders, but we were caught up quite quickly by companies such as LeapFrog and VTech, who came up with very successful new platforms. “That’s a train Oregon Scientific
didn’t take. It was time for us to come up with something different, so we made a drastic decision to launch a real tablet for kids.” With Meep (£129.99), Oregon has developed a product which looks to bridge the gap between kids tablets and luxury adult devices like the iPad.
SEPTEMBER 2012
“Kids want to do all the things they are doing already with an iPad,” said Domingues. “But parents do not want to buy them one – even if they have the money. They would prefer to lend their iPad, but the problem with that is they eventually want it back. “We think there is a big opportunity to launch an older kids tablet.” To ensure consumers know about the new product, Oregon has booked a three-month TV campaign which runs from October to December, with print and online activity coming. The Meep Store has been set up to provide kids with age appropriate content, while Meep accessories are also available, which Domingues says will offer retail attractive margins. Find out more about the Meep campaign on page 57.
Oregon Scientific: 01628 580154
Oscar Mulder came up with the idea for the Kinderfeets training bike after looking for a similar product for his son…
UK supplier] and are interested in speaking with others as well. “The UK is definitely more challenging than the US market. But we believe that Kinderfeets’ strong background, patented design and unique features are great points of difference, that, in combination with a strong distribution system, will result in Kinderfeets performing very well.” The Kinderfeets bike is certified by
the Forest Stewardship Council and has won a number of awards such as The Toy Man’s Q2 Top Ten Award.
info@kinderfeets.com
Azaria unveils
Family Report FAMILY
SPECIALIST PR agency Azaria has launched its Family Report 2012. This year, the
firm has focused on finding out how
the family communicates, polling 1,000 parents to offer a true representation of modern UK families. The report offers regional, age and gender breakdowns, giving toy firms the chance to find out how the family operates, what they talk to each other about, when they spend time together and what excites them. To request a copy of the Family Report call 01604 217000 or email
info@azariapr.co.uk.
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