APII Launching Two Brands in 2009
Action Products Portfolio Proves Rich with Diversity and Opportunities for Growth.9/30/08
Orlando, FL — (Market Wire) — Sept 30, 2008 — New management at Action Products International Inc. (NASDAQ: APII) have already accomplished several key business driving improvements and announced today that APII will re-launch two lines of business currently owned by the company, Logo America® and iMadeThat®.
iMadeThat® is a wonderful line of Do-It-Yourself (DIY) high quality, thoughtfully designed wooden furniture made just for kids which was purchased by APII in late 2005 but subsequently not marketed to retailers. The I Made That™ projects allow budding young builders to be hip to the DIY culture with over-sized pieces, glue and wooden pegs that can be quickly and easily slid together, harmlessly hammered and painted with personality. All of the I Made That™ products are fun to make and paint, and is an experience you can share with your child that'll last for years. The I Made That™ product line includes a toy pushcart, a stool, and a darling little table called Mister Feet, which is little in size and light on his toes and moves freely from room to room while being low to the ground so there's no need for chairs. The I Made That™ products have won a Dr. Toy award because of how they engage kids in the hands-on project of building and creating. The I Made That will be offered by APII's Action Toys Inc. beginning in 2009.
Promotional products business, Logo America® has been in APII's portfolio for many years but was not marketed since APII entered the educational toy business in 1998. Logo America specializes in creating custom made logo and branded consumer products, including such staples as wearables, drink ware, writing instruments, and much more. Logo America's short lead products are customized consumer products sought after by location based gift shop retailers which are currently being supplied by APII's Action Toys Inc.™. The Logo America line will help these APII retailer customers generate additional revenue utilizing Action Toys Inc. brands. Leveraging investments already made in supply chain logistics, an important segment of APII's retail distribution relationships, APII will bring Logo America back as a product solution for thousands existing and new customers in 2009.
The efforts to launch these two portfolio brands will coincide with the current management team efforts to strengthen the existing portfolio of award winning product brands such as I Dig™, Curiosity Kits™, Space Voyagers™, Play and Store™, Crazy For Cupcakes™, Kidz Workshop™ and the new OLogy™ line of products made in conjunction with the American Museum Of Natural History which recently won the "One of the Best Toys of 2008" Dr. Toy award for the soon to be released Germ Soap kit in recognition of the category-leading educational and developmental value that the OLogy™ branded products deliver. The OLogy™ line will be shipping in late 2008 and is expected to be a top selling unit in 2009.
Action CEO, Neil Swartz, is looking forward to the opportunity to get these products out to the retailers immediately for early 2009. "These products have been part of our portfolio for some time now and while we already own the intellectual property rights and assets in the brands we did not maximize their marketing potential in the past" Mr. Swartz is quoted as saying. "These are just two examples of the hidden assets within APII and why I am so optimistic about 2009 and beyond."
About Action Products International, Inc.
Action Products International, Inc. is a global manufacturer and distributor of brand-focused consumer products with top leading brands in the educational toy and children's segment. Headquartered in Orlando, Florida, the Action Toy product line includes action figures, play-sets, activity kits and premium wooden toys that emphasize educational fun within the themes of arts and crafts, nature and science. Action Toys Inc.'s products are distributed to and sold by more than two thousand retail stores worldwide. For more information about the Action Toys Inc., please visit our website at www.apii.com.
Contact:Neil Swartz, CEO
407 660-7223
NSwartz@apii.com
