The Irwin line is the first mass market product line from Wild Republic and marks a major milestone in the company’s 20+ years in business. In addition to its massive consumer outreach through direct mail, radio contests, and aggressive public relations efforts that are part of the complete marketing program, Wild Republic is supporting the rollout of the product at retail with its first national television advertising campaign. Two new 30-second and 15-second ads are slated to break in June on, appropriately, Discovery Communications’
In February, Wild Republic held an exclusive preview of its Steve Irwin Wildlife Adventure items at the 2007 International Toy Fair. Wild Republic, a global brand has planned to offer the products internationally for nearly two years as part of the company’s agreement with Australia Zoo. As part of the agreement, royalties received will go directly to endangered species programs, including Wildlife Warriors, an organization founded by Steve Irwin (http://www.wildlifewarriors.org.au)
Wes Mannion, Director of Australia Zoo said, “Steve had a gift and an amazing ability to inspire and educate children about conservation and wildlife. Through this range we hope to continue Steve’s mission by engaging and exciting children’s passion for wildlife and the environment.”
Kim Hammeren, Director of Marketing, Special Projects for K&M, said, “Wild Republic is the suitable partner for Australia Zoo and the Steve Irwin product line. The company is known as the top brand of action-driven, nature-themed toys designed to educate children about the wonders of the wild through creative play. Steve was able to bring so much excitement to wildlife and environmental causes, the new products continue to educate children with fun interactive play.”
The Wild Republic Steve Irwin Wildlife Adventure Series consists of 35 different items of action figures, plush, and playsets. The product line joins Wild Republic’s other successful toy lines, such as the famous Hanging Plush Monkeys, MagnaMorphs, Stretcheez, Cuddlekins, Garden Accents, Blanket Pillow Buddies, Audubon Birds, Paws & Claws Domestic Animal toys, Know & Grow Development toys, Adventure Box Sets, wooden puzzles, wind-ups, wall walkers, and puppets, among other items.
Wild Republic, the nature toy brand of K&M International, Inc., is a preeminent brand of action-driven, nature-themed toys designed to spark a child's imagination and educate about the wonders of the wild through creative play. K&M International, Inc., headquartered in Twinsburg, Ohio, near Cleveland, is the leading provider of nature-themed toys to the specialty toy and gift markets. The consumer website is located at www.wildrepublic.com.
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