Razor toy range sales soar

Re:creation's new products and marketing campaigns cause sales to increase by 40 per cent YTD.
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A national competition and demo tour, run by Razor, combined with the broadcast of long-form ad breaks on Disney XD throughout August, resulted in the sport category sales increasing by 283 per cent, the toy range rising by 40 per cent and the electric range up 24 per cent YTD.

Campaign activity also included commercial spots and a microsite which featured prizes, integrated product information and skills, tips and tricks.

Katy Fletcher, Razor brand manager, Re:creation, commented: "Showcasing our talented Team Razor pro riders on Disney XD throughout August has driven sales beyond expectation across all of our categories.

"The 360 degree summer marketing activity including the pro tour is helping drive the fastest growing stunt craze in the UK resulting in unprecedented sales across the entire Razor business."

Re:creation director/founder, Seth Bishop, added: "Razor has become a very relevant and on trend brand and its strength and position as no.1 brand in its category by some distance allows us to build multi-level experiential marketing campaigns that are engaging consumers in remarkable new ways.

"Razor has a significant role to play in every sports and wheeled toy retail environment and we have extraordinary momentum behind the brand to drive sales still further."

The support is set to continue in the lead-up to Christmas with three products featuring on TV: PowerWing, RipRider 360 and eSpark, which air from October half-term into December.

The Disney XD partnership was developed by re:creation with Disneymedia+, the integrated ad sales and promotions operation of Disney in the UK.

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Razor sharp

It?s fair to say that Re:creation has had to deal with its own set of unique challenges over the past couple of years. However, with a new-look portfolio, key new hires and a buoyant Razor business, the firm is back and ready to shout about its transformation.

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