John Adams Leisure is to launch a new range of Sands Alive kits under the PlayStuff heritage brand.
Sands Alive is a collection of sand modelling kits, all of which feature specially formulated super soft modelling sand.
The range will roll out from July this year.
“Sands Alive is a wonderful addition to our creative portfolio”, said Simon Pilkington, managing director at John Adams Leisure.
“Arts and crafts remain some of the most popular purchases among parents and are on a par with electronic and physical video game requests from children. Creative play activities will always remain relevant and offering new and innovative ways for children to use their imaginations is at the core of our brand ethos.
“Sands Alive offers children a stimulating environment in which to enjoy a sensory and inspired play experience. Youngsters love playing with sand. Sands Alive takes that simplicity and combines it with the added dimension of creative and building concepts.”
The Sands Alive Starter Set and Classic Set are ideal entry level skus, while the Animal Set and Castle Set offer a more challenging experience with the inclusion of highly detailed tools and moulds. With the exclusion of the Starter Set, all products come complete with a play tray for no mess moulding fun.
The range will be TV advertised and backed up with comprehensive PR and digital campaigns.