Tag craze targets toy market

New licensed collectable shoe and trainer add-on pinpoints toy trade as crucial channel for pocket money sales.
Publish date:

New kids accessory Tag-Em is aiming to become the new playground craze among kids this summer and is pinning its hopes on the toy market.

The product is the brainchild of Daniel Keating and his business partner who both have a background in the footwear and fashion industries, but see the toy retail channel as crucial to the success of the product.

Tag-Ems are aimed at a broad market from 6-18 years old and feature well-known characters and brands that attach to laces.

Already the line is stocked in Tesco, Smyths and footwear specialist Russell and Bromley. The In-Thing is handling toy distribution.

There are a number of different themes including Marvel Villains, which is the most popular line, Pirates, Monsters, Outer Space, Body Parts, Animals, Graffiti and Flowers, among others.

“What we’ve identified is that the business is not about fitting into one area,” said Tag-Em MD Daniel Keating. “We’re looking at all forms of distribution – vending machines, clothes shops, supermarkets.”

Keating says he aims to sell the entire product range at below £5. Tag-Ems are currently sold individually but will also be launched in a pack with coloured laces too.
The range is also being backed with TV later in the year.



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