Sequential Brands Group, the owner of Heelys, has announced new plans for Heelys that include an overhauled and expanded footwear collection, global marketing plans and the expansion into new product categories including backpacks and back-to-school accessories.
The new Heelys marketing campaign will feature a television commercial set to air starting October 2013 throughout Europe, Asia, Australia and the Americas. The timing is set to coincide with the new footwear launch. The footwear collection, produced by licensee BBC International, takes a new approach to the previously skate oriented footwear line, adding more vibrant colors and a variety of new silhouettes from canvas high tops to traditional joggers.
“Heelys' growth strategy for 2013 and beyond includes global expansion and product extensions to build Heelys into a full lifestyle brand for kids rooted in adventure and action sports,” said Rick Platt, Group President of Sequential.
In 2014, Heelys will continue its footwear expansion with the additional distribution to over 20 new countries.
In addition, Heelys bags, backpacks, and back-to-school accessories will launch in Summer 2014 through a new license partnership signed with 5 Horizons, a worldwide leader in design and manufacturing.
“Our team is very excited to create this category in partnership with Heelys,” said Kevin Lehrer, Managing Partner of 5 Horizons. “The brand exudes an authenticity and lifestyle that has drawn so many kids and young adults to the footwear for years.” Jon Allen, Managing Partner, added, “We believe that the brand's emphasis on fun designs and rich features translates exceptionally well into a collection of kids bags, packs and lifestyle accessories.”
As part of the newly developed marketing campaign, Heelys launched a new website, enhanced packaging and updated POS displays, conveying the fresh look and feel of the brand.
Heelys Footwear Collection will be on display at BBC International's booth (#60454) at FN Platform, the footwear trade forum, from August 19-21 at the Las Vegas Convention Center.
Founded in 1999, Heelys quickly became a breakout success in the world of action sports among children and teens with its innovative wheeled footwear. Heelys core product, HEELYS-wheeled footwear, is patented dual-purpose footwear that incorporates a stealth, removable wheel in the heel.
Sequential Brands Group, Inc. owns, promotes, markets, and licenses a portfolio of consumer brands that presently include William Rast(R), People's Liberation(R), DVS(R) Action Sports, Heelys(R), Caribbean Joe(R), Ellen Tracy(R) and Revo(R).