New lines added to portfolio, plus Razor, LEGO Lights and Finger Whips all boosted with aggressive marketing
By Samantha Loveday
RE:CREATION IS gearing up for a busy 2013, revealing a number of new additions to its line-up, plus building on existing ranges. The firm has signed deals with US companies Sky Rocket Toys and C- Preme to bring several fresh lines to the UK. Re:creation will introduce the Gadget Lab and Fuze brands from Sky Rocket Toys at Olympia’s Toy Fair, bolstering the toy side of its business. Gadget Lab focuses on electronic gadgets for boys, with product highlights including the Brain Scrambler and Voice Transformer, while the hero item in the Fuze line is the Wheel Writer. The LED light accessory
for bikes has already been nominated for Toy of the Year in the outdoor category in the US. Also, the firm is taking
over the distribution of C- Preme’s Raskullz and Krash helmet lines, as well as introducing Video Head – a sports safety helmet with camera – to the UK. The Finger Whips line of die-cast stunt scooters and ramps will also be significantly expanded in the spring, while the Air Storm range of bows, crossbows and slingshots will be heavily marketed, with a strong TV presence.
NEWS
Firms urged to do more for disabled kids
TOY COMPANIES are being called on to produce more goods for children with special educational needs. The Good Toy Guide, the
review website for parents, retailers and suppliers, wants to review more toys that can be used by all kids,
including those disabled or with learning difficulties. “The good thing is that in many cases, toys don’t need any design modifications in order to be accessible and beneficial for children with a particular need,” said The Good Toy Guide’s Dr Amanda Gummer.
“For example, products such as Play-Doh are used therapeutically by kids with conditions such as dyspraxia. “The main challenge for toy companies is to make a product seem less babyish – children with disabilities may not be able to access all the products aimed at their age group, but they don’t want babies’ toys.”
More special needs
organisations are using the site as a buying guide to equip their facilities. You can read more on
We believe we’ve got some real hot potatoes in our product line-up like Air Storm and Finger Whips. Seth Bishop, Re:creation
New themes will be added to Re:creation’s LED LEGO lighting including LEGO Friends and new brand Chima, while there will be extensions to the LEGO Star Wars range. A brand new range of Smurfs LED lights is due. Razor will be bolstered with the introduction of the Razor Berry, a colourful scooter aimed at children aged five and up; new items in the Pro series including
accessories; plus a move
into the skateboard sector with RazorX. “Our aim in 2013 is to continue to invest in our brands and bring new ones to market,” Re:creation’s marketing director Seth Bishop told ToyNews. “We’re not going to be shy about marketing aggressively; we believe we’ve got some real hot potatoes in our product line-up, with brands like Air Storm and Finger Whips.” Re:creation: 0118 973 6222
TOYS WILL be located in the rebranded ‘Children’s Gifts, Toys and Gadgets’ section at this year’s Spring Fair, to benefit both exhibitors and visiting retailers. Speaking about the
change, event director Greg Saint (right)said: “It highlights its point of difference to other trade events where you might see products for children. It reaffirms to anyone who was in any doubt it’s one of the leading gift halls.” The move has helped the hall grow to 250 exhibitors, but Saint estimates up to ten more will add to that number. And the grouping also benefits retailers.
“Its important we get the right type of products in the right section,” explained Saint. “We want the retailers coming to this show knowing they can buy across quite a few sectors, so they can stock their outlets fully.” “We’re working to get the right brands in the buyer base.” Spring Fair: 08445 888 071