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Kids Turn Toy News

VELCRO COMPANIES UNLOCK A WORLD OF IMAGINATION WITH NEW BRAND VELCRO KIDS™

Velcro Kids Innovative 360° Playsets Introduce the VELCRO KIDS™ Brand to the Toy Market

TORONTO, CANADA – TOY FAIR 2010 – (Virtual Press Office) - Recognized for its ability to enable kids to "do it themselves" through its VELCRO® brand, the Velcro Companies have always believed in innovation, creativity and empowerment. Those same beliefs are the cornerstone for the companies' new brand, VELCRO KIDS™ launching Spring 2010. This launch marks a direction to strengthen their core brand by associating the VELCRO® brand with goods other than hook and loop fasteners. Featuring new soft-touch hook technologies, VELCRO KIDS™ will unveil worlds of imaginative fun in its first line of high quality portable playsets for girls and boys.

Designed so children can create their own three-dimensional world, the VELCRO KIDS™ collection features colorful playsets constructed using a variety of wall and floor pieces. Each double-sided, fabric covered piece is made of durable, rigid foam and features printing on both sides. Pieces are assembled quickly and easily thanks to the new, innovative hook edges which touch-fasten walls to floors. This unique touch assembly makes it effortless for kids to change placement of the walls on the floors to create limitless playspaces of their own.

Each themed playset features characters and an assortment of HOOX™ decorative pieces featuring new soft-touch VELCRO® brand micro hooks on the back of tear resistant pieces. This new innovation allows kids to easily dress, decorate and play with the characters and playspaces over and over again. The VELCRO KIDS™ product line, which includes a Royal Princess Castle, Royal Tea Party and Pirate Ship playsets, builds upon classic play patterns, sustains imagination, provides lasting value and offers consumers trust in VELCRO® brand products. This colorful line allows children to independently create their own worlds that are imaginative, fun and easy to assemble.

“We believe both parents and children will be excited to experience the VELCRO KIDS™ product line. Our new innovations have enabled us to design truly unique playsets that allow children to create different playspaces for hours of creative fun," said Denise Walker, Product Manager, VELCRO KIDS™. "Our toys put story-playing in the hands of children by empowering them to do it themselves easily - and then do it again and again."

The 2010 VELCRO KIDS™ product line includes:

ROYAL PRINCESS CASTLE FANTASY DELUXE PLAYSET ROYAL PRINCESS CASTLE FANTASY DELUXE PLAYSET
(Ages 3 years & up/Approx. Retail Price: $49.99 US/Available: March 2010)
Have a ball with the VELCRO KIDS™ Royal Princess Castle Fantasy Deluxe Playset. This beautifully designed portable playset made of durable, rigid foam and fabric features innovative hook edges that touch-fasten walls to floors easily. Introducing HOOX™ decorative pieces - new, soft-touch VELCRO® brand micro-hooks on the back of tear resistant pieces. Each piece is designed to easily attach and detach from the playspace and characters. Kids can do it all on their own. The Royal Princess Castle comes complete with two double-sided fabric floors, creating four floor choices, two tri-fold fabric wall pieces creating six adjustable rooms, three princesses and character stands, and 51 HOOX™ decorative pieces with storage bag. Set the scene for an enchanting evening at the castle with 3D furniture pieces, dresses, crowns, fireplace, chandelier, doors, windows, flowers and more. Let your imagination sweep you away.

ROYAL TEA PARTY FANTASY PLAYSET ROYAL TEA PARTY FANTASY PLAYSET
(Ages 3 years & up/Approx. Retail Price: $29.99 US/Available: March 2010)
Anytime is tea time with the VELCRO KIDS™ Royal Tea Party Fantasy Playset. This imaginative portable playset made of durable, rigid foam and fabric features innovative hook edges that touch-fasten walls to floors easily. Introducing HOOX™ decorative pieces - new, soft-touch VELCRO® brand micro hooks on the back of tear resistant pieces. Each piece is designed to easily attach and detach from the playspace and characters. Kids can do it all on their own. The Royal Princess Tea Party comes complete with one double-sided fabric floor, creating two floor choices, one tri-fold fabric wall pieces creating three adjustable rooms, a princess and her pet dog complete with character stands, and 30 HOOX™ decorative pieces with storage bag. Prepare your very own scene with 3D furniture pieces, dresses, cakes, tea cups, and more including of course, a tiara for your special princess.

PIRATE SHIP ADVENTURE DELUXE PLAYSET PIRATE SHIP ADVENTURE DELUXE PLAYSET
(Ages 3 years & up/Approx. Retail Price: $49.99 US/Available: March 2010)
Ahoy, Mateys! It's time to set sail on your very own pirate adventure with the VELCRO KIDS™ Pirate Ship Adventure Deluxe Playset. This unique portable playset made of durable, rigid foam and fabric features innovative hook edges that touch-fasten walls to floors easily. Introducing HOOX™ decorative pieces - new, soft-touch VELCRO® brand micro hooks on the back of tear resistant pieces. Each piece is designed to easily attach and detach from the playspace and characters. The Pirate Ship comes complete with one four-fold fabric wall piece, creating four adjustable rooms, one double-sided fabric floor, creating two floor choices, one double-sided fabric deck, creating two deck choices, one fabric sail with plastic mast, one plank, three pirates and character stands, and 46 HOOX™ decorative pieces with storage bag. Search for a sunken treasure or set sail on a high seas adventure with pirate hats, swords, 3D furniture pieces, sea monster, treasures, cannons, cannon balls, fire blasts and more. Let your imagination go on a journey.


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About VELCRO® Brand
In the early 1940's, George de Mestral invented the first hook and loop fastener after studying the natural hook surface of a cocklebur under a microscope. VELCRO® brand fasteners have been used in everyday activities for over 50 years. Today, the Velcro Companies are a technology-driven, global organization providing fastening solutions for businesses and consumers around the world. For more information please visit www.Velcro.com and www.VelcroKids.com.