Re:creation is heading into Toy Fair in a confident mood after experiencing a solid year in 2012. Razor continues to do
well, while the firm’s LEGO Lights business is going from strength to strength, boosted by the Star Wars products in particular – indeed, 2012 was a record- breaking year for LEGO Lights. Finger Whips has also been a successful addition to the stable, and this is due to be extended with further ramps and products, while the Airstorm line is due to launch in the spring. The firm will arrive at
Olympia with new deals under its belt, too. First up, Re:creation has
bolstered the toy side of its business, striking two deals with US firm Sky Rockets. The first is for a brand called Gadget Lab, which is an electronic property aimed at boys. There are four products in the line, all
142 February
“The last couple of years
“We believe we’ve got some real hot potatoes in our product line-up with some fantastic potential.” Seth Bishop, Re:creation
priced at under £15: the Brain Scrambler, the Fart Modulator, the Voice Transformer and the Microscope. “These are innovative and novel high- tech gadgets for boys – that’s the simple message,” explains Bishop. Meanwhile, the second
brand is Fuze, which is technology for ride-ons. The hero item is the Fuze Wheel Writer (£19.99), which has been nominated for Outdoor Toy of the Year in the US for 2013. It is essentially an LED light aid that clicks onto the spokes of a bicycle’s rear wheel and, as the child pedals, it creates an animated, illuminated picture.
Supporting this will be
two items – the Light Striper (£16.99) and the Gyro Flasher (£12.99), which is a simplified version of the Wheel Writer. Finally, Re:creation has struck a partnership with US company C-Preme. It will take over the
distribution of the Raskulls and Krash safety helmets, while also launching a line new to the UK, Video Head.
These are sports safety helmets with a built in video camera; there are two models – Standard and HD.
have been about getting back to our best and dealing with serious brands that offer longevity to retailers,” Bishop adds. “Our aim in 2013 is to continue to invest in those brands and bring new ones to market.
“We believe that we have
got some real hot potatoes in our product line-up with some fantastic potential,” Bishop concludes.