Re:creation has launched a new range of projectile toys named Air Storm for children and teenagers.
Developed by US toy firm Zing Toys, the new array of products include the bow and arrow like Z-Curve Launcher, the crossbow-inspired Z-X Crossfire and the Zing Shot. The line-up is being billed as a real competitor to existing blaster brands, thanks to its "superior firing distance".
The firm said it had planned an aggressive marketing campaign for the products, including TV promotions throughout 2013. The Air Storm range will be released in Spring 2013.
"In all our focus group tests, Air Storm products met universal approval for their 'straight from the box' simplicity and performance," explained re:creation brand manager Mary Captieux. "The Air Storm Z-Curve Launcher in particular always amazes kids and it came as no surprise that it won Toyology's UK Outdoor Blaster Toy of the Year award for 2012, ahead of Nerf. This product will be a huge hit because it really delivers."
The Air Storm range will also include items recently sold under the Zing Air brand, which will now be offered exclusively under the new name.
The Z-Curve Launcher, which can fire arrows over 40 metres, comes with a suggested retail price of £19.99, whilst the Z-X Crossfire, that can send soft suction cup darts to targets at distances of over 14 metres, also comes with an SRP of £19.99
The Zing Shot meanwhile, based the sling shot, can be loaded with soft foam balls to hit targets at 14 metres away, and comes with an SRP of £9.99.
Re:creation research has demonstrated that Air Storm has been found to encourage healthy play – which the firm believes will further help to drive sales.
"Many growing trends point to the appeal of the Air Storm product," added Captieux. "Movies such as Avengers, Brave and the ongoing Hunger Games trilogy all make a feature of traditional combat and even the popularity of Archery at the Olympics has created a demand for these types of product.
"Air Storm will be the brand to satisfy this and will do it better than anything else on the market."
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