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Joolz brings magic into the jewelry-making aisle

Ohio Art is adding a bit of magic to a new DIY jewelry-making playset that will roll out in September. The Bryan, Ohio-based toyco has teamed up with Vivid Imaginations in the UK to bring Joolz Magic Gems across the pond. The SKUs contain basic jewelry-making hardware for crafting necklaces, bracelets, earrings, hair slides and rings. But they also come with what looks like a bunch of...well, rocks. Girls must shake the seemingly valueless pebbles up in a device containing a special tonic that will 'magically' transform them into gems. What really happens is the jewels are coated with a chalky, dirt-like substance that dissolves in warm tap water (the magic potion).
May 1, 2007

Ohio Art is adding a bit of magic to a new DIY jewelry-making playset that will roll out in September. The Bryan, Ohio-based toyco has teamed up with Vivid Imaginations in the UK to bring Joolz Magic Gems across the pond. The SKUs contain basic jewelry-making hardware for crafting necklaces, bracelets, earrings, hair slides and rings. But they also come with what looks like a bunch of…well, rocks. Girls must shake the seemingly valueless pebbles up in a device containing a special tonic that will ‘magically’ transform them into gems. What really happens is the jewels are coated with a chalky, dirt-like substance that dissolves in warm tap water (the magic potion).

Ohio Art’s director of marketing, Martin Killgallon, says sales in jewelry sections of toy stores have traditionally been driven by piece count. ‘What we like about this product is it has a magical component and some additional activity other than just jewelry-making,’ says Killgallon. The magic gem sets are available in different sizes, including a 35-rock SKU for US$14.99 and a 15-rock version for US$9.99. The company plans to run a TV ad from August to December to support the launch.

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