Wow Stuff aims for app lead

Gadget specialist looking to carve out share with Apple-backed R/C range.
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Wow Stuff is hoping to take a lead in the app-controlled toy market, with the launch of a new iPhone compatible ‘Apple-approved’ R/C product range – iKon RC.

The products are designed specifically to be compatible with Apple iPhone, iPad and iTouch/iPod products. The first in the range is The Buggy. It uses Apple-supplied microchip technology to create an ‘iKon RC dongle’ which attaches to the port of the iPhone/iPad/iTouch or iPod. The dongle then allows a free app to be downloaded to turn the device into a fully functional infra-red handset controller.

“This was always going to be the next bastion in R/C product and we knew that other toy firms would be pitching hard to create an affordable R/C range for Apple products.

“We were delighted to have gained the licence to do this and The Buggy is the first of a range of beautifully designed but functionally amazing R/C toys to hit the shelves,” said Kenny McAndrew, global head of new product development at Wow Stuff.

“Retailers forecast numbers are going up all the time. We know what our production capacity is going to be for 2011 and if it keeps rising at this rate we are going to get queues forming on launch and nowhere near enough product for all.”

An Apple authorised POS information stand will be available to approved launch partners, including Toys R Us, Marks & Spencer, Debenhams and Modelzone.

Due to the current order situation the first quantity will be available only through regional stores of approved retailers. It is anticipated that major Apple stores will also launch with limited stock availability. 12 pre-production samples will be available on June 1st.

MD Richard North added: “With the app market set to grow to over $17.5 billion by 2012 the rate of growth for Apple-controlled products is here to stay, and here to expand immeasurably.”

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