New APPen will fill gap in the current market, says firm; 'substantial' marketing planned.

Flair makes first foray into tech sector

Flair has unveiled the first product under its new GP Tech banner.

The APPen (£14.99) allows users to enjoy learning, writing and colouring on a tablet. The patented, pressure-sensitive silicone nib works as a colouring pen, joystick and learning aid when used in conjunction with the dedicated free app.

It doesn’t require batteries – simply plug it in via the headphone socket of any compatible tablet. Plus when turned upside down, the device takes on a whole new function as children can use the nib of the pen as a joystick to play a variety of games.

Flair is planning a substantial TV schedule to show children and parents the features of the APPen. In addition, a digital campaign (including expandable MPUs), plus print, social media and a word of mouth drive with sampling to key bloggers (with children of the core age group) will all take place.

“Flair has wanted to move into the tech sector for a while, but quite simply we were waiting for a great product that would fill a gap in the current market,” Holly Lackey, marketing manager, girls and tech at Flair, told ToyNews. “APPen is the first in what will be an extensive range under the GP Tech banner. The reaction has been very positive with retailers and we have many major stockists already on board.”

Lackey highlights the price point and the fact that the APPen can convert a tablet into an instant electronic learning console as stand out factors for the product.

“The launch of APPen is an important development for Flair. What’s more, with this product, there will be many more apps created that will make owning an APPen a comprehensive experience for the child,” Lackey continued.

“Following this launch there will also be a wider range across the boys and girls electronic sector, bringing new innovation for the category.”

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