Re:creation has moved to warn the market off stocking ?me-too? copies of its magnetic Oidz product.
The quirky Oidz magnetic stones will be fully supported from launch in May through to the peak Christmas period with heavyweight TV advertising campaigns and PR activity,. Additional line extensions are already planned for launch later this year, in a bid to promote longevity of the brand.
But the firm feels that imitations will also enter the market and wants to make both retailers and consumers aware of its concerns with regards to the performance, durability and safety of the copycat products and avoid confusion with its own Oidz.
Seth Bishop, deputy managing director of Re:creation said: ?Because Oidz is targeted at children, we and the creator of Oidz have spent two years researching and developing the product with a consultant Metallurgist, carrying out rigorous testing of the composition of the Hematite mineral to ensure durability and safety of the toy. There are cheaper copies being offered on the market that look the same but because of the composition and manufacturing process, are dangerous. We want to ensure there is no confusion in the market. Oidz are a long term commitment for us and are set to take the world by storm?.