Sequential Brands Group has unveiled its plans for the global re-launch of the Heelys footwear brand, which it acquired early this year.
“Heelys’ growth strategy for 2013 and beyond includes global expansion and product extensions to build Heelys into a full lifestyle brand for kids rooted in adventure and action sports,” says Rick Platt, group president, Sequential.
New footwear for the brand will launch in October, at the same that new television ads begin airing throughout Europe, Asia, Australia and the Americas.
The new line of Heelys footwear, produced by BBC International, adds more vibrant colors and new silhouettes such as canvas high tops and joggers to the already popular shoe range.
BBC International is showcasing the new line at FN Platform, part of MAGIC Market Week, which is taking place now in Las Vegas, Nev.
In 2014, Heelys will expand distribution of the footwear line to more than 20 new countries and launch a new range of bags and back-to-school accessories. Set to launch in summer 2014, the new accessories will be created with partner 5 Horizons.
As part of the new marketing campaign, the brand also has a new website, enhanced packaging and updated point-of-service displays that convey the new approach.