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SUPPLIER FOCUS RE:CREATION 23 The Perfect Storm


Already a staple of many toy retailer’s outdoor offerings thanks to the Razor line, Re:creation is now aiming to replicate this success in the sports toy sector with the new Air Storm range. And it has Nerf well and truly in its cross hairs. Samantha Loveday finds out more about the action-packed Z-Curve Bow, Zing Shot and more


“WE AREN’T going to be shy about this brand,” Seth Bishop, marketing director at Re:creation explains about Air Storm.


This is the new outdoor sports property the firm has picked up from US firm Zing Toys for distribution in the UK. “We want Air Storm to become a staple of all outdoor toy departments in 2013 and beyond,” adds Bishop. There’s no doubt Re:creation has ambitious plans for Air Storm, but the firm is confident it fills a gap in the blaster market. It is also looking to capitalise on the demand created for traditional combat toys thanks to hit films such as The Hunger Games, Avengers Assemble and Brave. “We have been watching the progress of Zing’s outdoor range for some time, both in the US and in the UK, where for the last two years Zing has been distributed primarily through the independent channel,” Bishop tells ToyNews. “In the US, the line has sold exceptionally well in both the seasonal space and year- round, alongside more established brands such as Nerf. The sell-through has been superb; over one million Z- Curve Bows [the hero product in the line] have sold annually with minimal marketing support.” Of course, Re:creation is already well established in the outdoor arena, thanks to the top selling Razor brand, but now it is looking to challenge the market dominance of Nerf. “We recognise that the outdoor sports toy category is worth twice as much at retail as the ride-on sector,” Bishop continues. “Air Storm is a serious alternative choice in the launcher/blaster category, but with a point of difference – Z-Curve Bows are based on more traditional combat and not guns, plus offer a level of performance that no other brand can match. I would go as far as challenging Nerf to show us a product that has the distance and accuracy of Air Storm.”


RE:CREATION’S ROLL CALL


The Air Storm range currently consists of the Z-Curve Bow (left, £19.99), the Zing Shot (below, £9.99) and the Z-X Crossbow (£19.99). There is also a range of ammo available to stock. As well as the addition of Air


Storm and continued development of Razor (see page 51 for further details), Re:creation also boasts Moshi Monsters, Lego Lights and Halo in its portfolio, while there are plans to ramp up Finger Whips. The original £4.99 packs of the die-cast collectable micro stunt scooters will be joined by new multi- packs and specially designed ramps in spring 2013. Lines include a Ramp Pack (£9.99) with one scooter and one specially designed ramp in four styles; Finger Whips X3, a collection of three mini scooters (£12.99); and a Finger Whips Scoot Pack (£14.99).


I would go as far as challenging Nerf to show us a product that has the distance and accuracy of Air Storm.


Seth Bishop, Marketing Director, Re:creation Re:creation isn’t skimping on the


marketing of the brand either. It has been rebranded and will launch with fresh, eye popping orange and black colours, to help it stand out on shelf. A full 360-degree campaign is planned, encompassing TV advertising from February half term until Christmas 2013, as well as online, PR and experiential activities. “At every level we’re taking this


extremely seriously and even the TV commercial is a new production made in the UK, with a budget


designed to deliver a very compelling result. For a brand like Air Storm though, word of mouth and user experience plays a big part in its success and this is where the brand really delivers.”


Research has also taken place with consumer focus groups ahead of the launch. “Kids loved that Air Storm products really do what they are supposed to,” says Bishop. “We were further surprised by the reaction of parents who particularly liked the fact that Air Storm engaged their


children for longer than they expected, and in free play after the sessions it was Air Storm that kids returned to for another go.” As well as the solid investment in


marketing, Re:creation’s volume projections are also significant and its product plan includes some items not seen before in the UK.


Bishop concludes: “Re:creation has always sought to build brands and long-term business for our retail partners. Razor has been nurtured over 12 years and we see the same future for Air Storm. “We have a road map for the future and aim to build as significant a share of the outdoor market as the consumer will allow us.”


NOVEMBER 2012


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