In the toy industry Flair is well known as the distributor of household names such as Plasticine, Sylvanian Families and Sticklebricks but also has specialist infant brands like Sassy. The company's pedigree with toys means that retailers in the nursery sector can rely on the specialist support and quality of service of a well established organisation that has the capability of dealing with both small and major accounts.

Sassy is the mainstay of Flair's nursery portfolio and since acquiring the distribution of the brand just over two years ago, it has gone from strength to strength and is now widely recognised by retailers, consumers and the media as being a leader in its field.

The good quality and excellent value of the products are the main reasons for this. Sassy has long been a leading brand in the US with the makers being particularly proud of the research that goes in to each product.

Every line is created with the nurture and development of the child in mind. A good example is the new Circus Pals on Board. These bright characters on bouncy cords are full of fascinating sounds and textures.  Colourful and tactile, with a host of features to discover, research has shown that these simple toys develop baby's cognitive and co-ordination skills by offering multi-sensory play activities as they explore the different aspects. Equally the fact that they easily attach to a pushchair or stroller ensures they are always at hand when on the go and cannot be tossed away by baby and subsequently lost.

Constant product development also ensures that there's always something new with which to tempt the customer and with added brand awareness and re-branding Sassy is a line that can be stocked with confidence of repeat sales.

Lindsay Hardy, Marketing Director of Flair commented "Sassy is very important to us and we have worked hard to increase its profile with the retailer and consumer alike, offering a collection that generates great sales and margins for the retailer and a point of difference for the consumer. A fresh new look for its packaging was launched and very well received at Harrogate. Now we have two distinct looks to distinguish bath toys and accessories from the rest of the collection. The new colour-ways complement the products perfectly and make an eye-catching display in-store whether on the shelf or in the branded display spinners that are available.

"Marketing and PR support for Sassy is a key to its success and since acquiring the brand we have used a diversified strategy including targeted sampling to new parents to ensure that consumer awareness increases. Constant release of information to the media is also important. In April and May alone following a press release on mealtime accessories no fewer than six leading parental journals requested further information in order to use Sassy products in future features!"

Whilst Sassy is an obvious choice for the nursery retailer Flair also distributes other brands that are attractive to the sector. 2008 marks the introduction of a host of innovative creative play products for the younger child. The clever mix of easy-to-do activities with favourite pre-school licences: In the Night Garden, Peppa Pig and Thomas & Friends on new magnetic play sets, mini and mega doodlers and painting and drawing sets - to name but a few - will ensure that this new developmental range will be a favourite with parents of children age 2-5;- an age range that is increasingly catered for by the forward thinking nursery retailer.

Hotline: 0208 643 0320

email sales@flairplc.co.uk

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