SOURCE: Action Products International, Inc.

March 12, 2007 08:45 ET

Action Products Experiences Continued Growth of I DIG™ Brand

Realism Propels Children's Brand to Success

ORLANDO, FL -- (MARKET WIRE) -- March 12, 2007 -- Action Products International Inc. (NASDAQ: APII), a leading designer and manufacturer of educational specialty toy and craft brands, reports that through 2006 its I DIG™ Excavation Adventures line continued to experience astronomical growth, illustrating the increase in consumer appreciation for the combined play and educational benefits of excavation toys.

Since Action Products acquired I DIG in 2000 and began selling the brand in 2002, the company has sold more than 1.6 million I DIG units to retailers such as specialty toy chains, independent specialty toy stores, museums and attractions, catalog houses and online retailers. Unit sales have steadily increased for the past four years, and additional products have been added to the line due to enthusiastic retailer response.

I DIG™ Excavation Adventures propel the imaginations of both girls and boys through role play as modern day treasure hunters, archaeologists and paleontologists. Children unearth pirate treasures, dinosaur bones and artifact replicas by digging through Dinostone® rock, a proprietary (sanitized) sand/pebble matrix that is dust free, high quality and easy to clean up.

I DIG products are the premier excavation kits in terms of play value, variety, product quality and educational content thus providing the most realistic digging experience of any excavation kit for children. The leading item, I DIG: T-Rex Skeleton, which contains authentic excavation tools, snap together bones, and realistic paint to create a museum quality Tyrannosaurus Rex replica, is a testament to children's fascination with dinosaurs, selling nearly 200,000 units on its own.

"The premium sand matrix and authentic surprises embedded inside all I DIG kits create a natural draw for children while producing long-lasting play," said Rick Malagodi, president and chief operating officer of Action Products International Inc. "Unlike our competitors, all products in the line are consistent and are of high quality, therefore creating repetitive sales. This has allowed I DIG to become a viable brand with larger retailers."

I DIG has received numerous awards including Dr. Toy's 100 Best Children's Products (2004) and the Creative Child Top Creative Toys Preferred Choice Award (2004).

Additional I DIG products are currently being planned. "We are committed to taking this brand into some exciting new directions," said Malagodi. "I DIG opportunities are endless."

About Action Products International Inc.

Action Products International Inc. (APII), based in Orlando, Fla., is a consumer products manufacturer, emphasizing branded educational and positive leisure products. Action Products consumer brands span activities, arts, crafts, juvenile products and toy categories. Its products are marketed and sold to retailers and consumers.

Visit the Company's Web sites at and

Forward-Looking Statements Any statements that are not historical facts contained in this release are forward-looking statements. It is possible that the assumptions made by management for purposes of such statements may not materialize. Actual results may differ materially from those projected or implied in any forward-looking statements. Such statements may involve risks and uncertainties, including but not limited to those relating to product demand, pricing, market acceptance, the effect of economic conditions, intellectual property rights, the outcome of competitive products, risks in product development, the results of financing efforts, the ability to complete transactions, and other factors discussed from time to time in the Company's Securities and Exchange Commission filings. The Company undertakes no obligation to update or revise any forward-looking statement for events or circumstances after the date on which such statement is made.

Contact Information

  • Contact:
    Wendy Jo Moyer
    Action Products International, Inc.
    (407) 660-7221
    Email Contact