Re:creation aims for top with Razor

Firm wants Razor to be number one outdoor toy brand in the UK and is confident it could achieve this goal in 2011.
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The brand is on track to be worth well over £30 million at retail in 2011, with sales in the UK doubling in each of the last two years.

There is now a different Razor product for every age group, with Re:creation offering around 30 different toy, electrical and sports ride-ons and scooters from the portfolio in the UK.

The E100 electric scooter was the best selling line last year, selling over 40,000 units in the UK alone.

“Razor sales have absolutely rocketed in the last 24 months,” Alex Kovacevic, brand manager at Re:creation, told ToyNews.

“We want Razor to be the number one outdoor toy brand in the UK. The next step is to become a genuine household brand, known by every parent and child across the country.

"This is where Razor is at in the USA, with every kid having at one stage owned a Razor scooter, and we have to emulate that success."

Key new lines for 2011 include the Graffiti scooter and the eSpark.

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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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