SOURCE: Action Products International, Inc.

January 19, 2007 09:43 ET

"Curiosity Redefined"

Curiosity Kits® Launching New Brand Logo & More

ORLANDO, FL -- (MARKET WIRE) -- January 19, 2007 -- Action Products International Inc. (NASDAQ: APII), a leading designer and manufacturer of educational, positive, and non-violent branded consumer products, will debut its new Curiosity Kits® brand in California at the Craft & Hobby Association (CHA) 2007 Winter Convention and Trade Show.

Research with retailers and the marketplace (consumers) resulted in redefining the position of the Curiosity Kits® brand. "We've established a bright new look and feel that expresses the fun, creation, and the multiple possibilities included in each kit," notes Jerome Sage, Vice President of sales for Action Products International Inc., the parent company of Curiosity Kits. "The new logo features bright simple shapes to represent the thoughts, questions, twists and turns of the creative minds of children. The featured open-door icon represents the open mind of a child, the ideas that emerge, and the endless possibilities behind that door."

The eye-catching bright colors today's suburban kids like adorn new packaging designed to communicate "the coolness of curious crafting and experimenting at home." Highlighting each kit is a section that allows children to personalize their Curiosity Kits creation. Finally there is the "Imagined and Created By" personalization, building pride, and keepsakes, sometimes for generations.

New in-store merchandising displays coordinate visually with the newly designed packaging which also allows retail dealers more flexibility in merchandising by the ability to place boxes horizontally or vertically on shelves. This new packaging features four standardized sizes based on suggested retail price points; thereby making it easy for retailers and consumers to shelve and shop.

Tweens can be in fashion this year with the cool new Curiosity Kits line of new "own fashion"™ kits, including Savvy Sash & Jewel Jeans™ and the Hip Hip-Chain™. Girls then like to finish their outfits with one of the brand's new necklaces such as Natural Native Stone Necklaces set, and the My Personal Pendant™ Shrinkerz™ kit.

The redefining of the Curiosity Kits brand commences with the debut of the brand's new products, new look, and new feel in California, at a gathering of 40,000 from the growing Craft Industry, later this month.

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) 590-6343
    Email Contact