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Play-Doh shoes offer more for parents

Making tracks to serve the preschool market in partnership with Hasbro, shoe giant Reebok is banking on a gift-with-purchase offer to cut it with value-conscious parents and Play-Doh-loving kids.
January 1, 2007

Making tracks to serve the preschool market in partnership with Hasbro, shoe giant Reebok is banking on a gift-with-purchase offer to cut it with value-conscious parents and Play-Doh-loving kids.

The Versaflex Play-Doh shoe collection has just rolled out at mass after a six-month sneak preview in State-side Kids Footlocker, Sears and Shoe Show stores. Available in toddler sizes four to 10 (which loosely translates into kids ages one to three) and priced at US$30, the already affordable shoes come packaged with two one-ounce cans of Play-Doh. The pliable compound is the type of product that moms tend to buy in bulk because kids need a wide variety of colors to make their imaginations come to life. So really, this is an opportunity to kill two birds with one low-priced stone, says Bryony Bouyer, SVP for the Americas at Hasbro Properties Group.

Besides the Play-Doh bonus, the shoes come in six bright colors and have some serious built-in engineering to accommodate a preschooler’s growing foot. The Versaflex technology includes flex grooves on the outer sole for proper foot and arch development, wide upper construction that matches the shape of a tot’s foot and lightweight materials that make it easy for kids to walk naturally. As well, a Qwik-Ease closure has just the right amount of stretch for a snug fit.

Reebok isn’t releasing initial sales figures, but according to Patricia Cho, director of global marketing and business development for kids footwear, the line has done particularly well in several Southern states. Cho says the promotion will last throughout the year and is marketed through in-store displays with brightly colored kid-friendly packaging. KC

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