DKL's Wonderworld brand makes further Tracks into retail

Selected 'Ambassador stores' will get special POS and demonstration space.
Publish date:

DKL has selected a number of 'Ambassador' stores for its new Trix Tracks brand.

The stores will offer the full Wonderworld range on dedicated fixtores with demonstration units.

DKL will also be supporting the stores with special POS and demonstration space. This will be backed further by a high profile marketing campaign across all media.

Trix Tracks has been designed to be easy to build and play with. Children can mix the four different sets: Spin & Swirl, 2 Ways Flipper, Throw & Roll and Hammer Slammer. There is also an add on set.

The biggest sets each feature at least four trick features and come with three balls.

"We have been anticipating the arrival of Trix Tracks for so long, and we are excited by how innovative Trix Tracks is and how it is different from any other product on the market," said David Allan, sales director at DKL. "Traditional wooden toys which are natural and eco-friendly are gaining more and more popularity as they provide greater play value, and because the main material is safer for the child and the environment."

The Trix Tracks collection follows Wonderworld's strict environmental manufacturing policy - for every tree used in production, another two are planted. The special bricks are made from a combination of eco-friendly recycled saw dust, while 70 per cent of the packaging is recycled paper.

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Buoyed by a TRA special recognition award this year and the continued success of its Hama Beads creative line, DKL is expecting further growth in 2007 with its Corolle dolls, Viking plastic toys and Wonderworld wood ranges. Ronnie Dungan speaks to MD Kai Hawaleschka about its steady progress?

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