Character Options has been confirmed as the UK and Eire distributor of Cra-Z-Loom, the new brand from Cra-Z-Art.
The firm will launch the range with a major TV and marketing campaign starting on December 1st.
Cra-Z-Loom allows consumers to weaves multi coloured rubber bands together to make bracelets, rings, necklaces, belts, chains and more.
The brand has already taken off in the US, selling tens of thousands of units each week and making it into Toys R Us' Fab 15 Christmas List.
The Cra-Z-Loom range will land in UK stores from mid-November.
“We are extremely excited about this new addition to our creative portfolio," said Jerry Healy, Character Options marketing director.
"This new creative toy is proving to be one of the hottest new concepts for many years and the US is going mad for it.
"The retail sales potential for the Cra-Z-Loom is huge. For this reason we want to ensure we maximise the opportunities for our retail partners before Christmas and will ensure the awareness is at its height in the weeks prior. The refill packs are also selling through with great speed, and the brand has great future prospects.”