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face-to-face


re:creation has always been known for selecting products and brands that marry innovation with high quality and inspire brand loyalty. Toy World spoke to Seth Bishop, marketing director of re:creation, to find out what 2013 holds for the company.


business growth Sensible


How did re:creation fare in 2012? I’m pleased to say that we enjoyed a strong year across our established portfolio. Razor continues to be the star performer; sales increased by a very healthy 25% last year, and it remains the market leader in its field. Finger whips also had a strong year, and our Lego Lights range continues to grow. We were delighted to return to the NPD top 20. So overall, in a challenging year, we were very pleased with where we ended up; we feel we’re very much back on track. Now we’re in a position where the new strategy we talked about a year ago can really start to develop. We said that we would grow the business sensibly through a focus on building long-term brands and by securing new partnerships with companies whose ethos matches ours. We believe we’ve done just that for 2013.


What other new brands will you be


unveiling at Toy Fair? We will be launching a range of electronic bicycle accessories under the Fuze brand, which allows kids to customise their bikes in a really striking way. For example, the Wheel Writer makes words and pictures appear in the moving spokes of bikes. The range also includes the Light Striper and the Gyro Flasher. We’re also going to be launching a range of


role-play gadgets under the Gadget Lab brand, including the Brain Scrambler, Fart Modulator and Voice Transformer. There’s also the Quick Attach Microscope which attaches to smart phones. In addition, we have acquired the UK


distribution rights to C-Preme’s Raskulls and Krash ranges of cycle helmets, which are really funky, cool-looking helmets. We love that C-Preme’s helmets take a product that kids need and turn it into something kids really want. We will also be releasing a range of Smurf- themed products including night lights and alarm clocks, in a similar vein to the Lego Lights range of products that continue to perform so well for us. We will also be showing the full product line of our high performance Air Storm brand with a collection of new lines that will enhance the excitement building around the Spring launch of this brand.


What developments are there within


re:creation’s current brands? There will be a host of new Razor lines coming through in 2013, including a series of advanced accessories which we’re manufacturing ourselves under licence from Razor. Being able to buy separate Razor parts will offer kids the opportunity to customise their scooters with genuine Razor parts. The Razor X line of skateboards, including Spark boards and the retro cruiser skateboards, will also be a good addition to the range. We’ll be introducing new Fingerwhips designs


and we’ll be adding new lines to our successful Moshi Monsters accessories range and the Lego Lights range.


What does Toy Fair 2013 mean for


re:creation? Toy Fair will represent an important opportunity


Seth Bishop Marketing director of re:creation


for us to unveil all of our new developments, and also show just how far we’ve come as a company over the past year. We’ve taken re:creation back to its heartland; focusing on innovative, high-profile brands which we will market creatively. We believe another strong year lies ahead.


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