Re:Creation is aiming to boost supermarket distribution of its growing Air Storm brand with the launch of lower-priced products next year.
The brand, which rolled into the outdoors toys market late last year, is to be expanded in the spring with Sky Ripperz, a range of eight-inch foam rockets that can be fired 250ft into the air with a handheld launcher. Recommended prices will start at £5.99 for a single pack.
Air Storm’s core range of outdoor combat-themed products such as catapults and bows, priced from £10 to £20, is also to be expanded next year with a bow suitable for indoor play. Air Storm Stikems fire a dart tipped with special rubber that sticks to surfaces such as walls and windows.
“We see Air Storm as a serious, long-term proposition and will be investing in it on a regular basis,” said Re:Creation sales and marketing director Seth Bishop. “This includes extending the brand into new categories through lines such as Sky Ripperz - a real ‘wow’ product. We take buyers into the car park to show them what it can do.”
The launch of the new lines follows strong growth in sales of the range, which is stocked in retailers including Tesco and Asda and has been going head-to-head with Hasbro’s Nerf.
“Air Storm is performing above expectations,” said Bishop. “Retailers like to have a challenger to Nerf, which is a very strong brand, as it helps to maintain stable margins.”