SOURCE: Action Products International, Inc.

December 23, 2008 12:21 ET

Award Winning Curiosity Kits® Brand Grows With New Management

Action Toys™ Celebrates Over 20 Years of Curiosity Kits With New Products and Website

ORLANDO, FL--(Marketwire - December 23, 2008) - (NASDAQ: APII) Action Products International's Curiosity Kits® brand gets new focus from management team. A fresh marketing strategy, new website and new and revamped products, now shipping, help to redefine the award winning Curiosity Kits® children's craft line.

Ken Ninomiya, recently named VP Sales & Marketing, outlines plans to make Curiosity Kits a mainstay in American homes. "Curiosity Kits has played a major role in the lives of children over the last twenty years! Our mission is to refocus our strategy on the product line to help the brand evolve and re-shape it for today's kids. We've gone back to basics and began by asking key fundamental questions: What do children need to express themselves? What would help parents support their children's effort and explorations? What curiosity can we help meet while being different and just plain fun? The answer we discovered is helping us to reenergize the line for 2009 and beyond."

Curiosity Kits activities are based in Craft Arts, Sciences, World Cultures and Make-Believe. They reflect a growing appreciation and understanding of the role of multi-sensory "hands-on" learning in building new skills and lasting memories for children. Historically, Action Products has helped define educational and experiential play, which continues through new Curiosity Kits items such as new QuicKits™ Party Packs™ which are shipping now.

Curiosity's QuicKits™ have been refreshed and expanded to include craft kits that can be completed in a single sitting. QuicKits™ now come in packaging, is peggable and see through, designed to stand alone but also offered in select retail plan-o-gram sections making a great add-on gift and impulse sales. The new line of Curiosity Kits also include CK Party Packs that include all the materials needed to make "hands-on" craft party favors for a birthday party, fun afternoon, rainy day, or other celebration.

To learn more about Curiosity Kits products, locate a nearby retailer or place orders online, visit While at, consumers can see online videos and learn more about every product while reviewing the educational content and play value for every Action Toy. Future additions to the website include a section where kids can go to share their work and learn more about how others create, build, and play. More than ever before, Curiosity Kits offers an immediate and satisfying alternative that stimulates and engages them in amazing ways. The world is truly a child's canvas. Curiosity Kits provides the information, inspiration and ideas to get started.

About Action Products International, Inc.

Action Products International, Inc. ("APII") is a global manufacturer and distributor of brand-focused consumer products with award winning brands in the educational toys and crafts product segment. Headquartered in Orlando, Florida, APII's product line includes action figures, play-sets, activity kits and premium wooden toys that emphasize educational fun within the themes of arts and crafts, nature and science. Action Toys, Inc. products are distributed to and sold by more than two thousand retail stores worldwide. For more information about Action Toys, Inc., please visit our websites at and

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