Flair has made the move into the science market with the acquisition of the Wild Science brand.
The firm claims the brand, featuring products like Perfume Studio, Bath Bomb Studio and Weird Slime Workshop, is a good fit for Flair’s expertise.
“For many years GP Flair has been one on the most successful creators and distributors of creative kits in the UK market,” Nic Aldridge, marketing director at Flair, told ToyNews.
“Science kits, while a different sector, have a similar audience and purpose and the company has wanted to further the choice for our retail partners for some time.
“The most important thing however, was to have a brand that was right for the company and Wild Science is perfect for us. These kits are fun and balance creativity equally with the learning about science. Therefore, when we were presented with the opportunity to be UK distributors we didn’t have to think twice.”
Looking ahead, Flair is confident it has the tools to grow the brand following positive feedback at Toy Fair.
“We like moving into categories when we can make a strong statement with a well-known brand,” added Aldridge.
“We received some incredibly positive feedback about the new kits that are to launch in autumn which will offer kids a lot more choice.
“Most of all retailers know that with Flair, Wild Science is in good hands and will grow into the formidable and sought after brand that it should be.”