Sequential Brands reboots Heelys wheeled footwear

NEW YORK — Sequential Brands Group, the parent company of Heelys wheeled footwear, plans to overhaul the footwear collection and expand into new product categories, including backpacks and other back-to-school accessories.

The Heelys marketing campaign includes a television commercial which will start airing October 2013 throughout Europe, Asia, Australia and the Americas. The timing is set to coincide with the new footwear launch. The footwear collection, produced by licensee BBC International, features vibrant colors and a variety of silhouettes from canvas high tops to traditional joggers.

"Heelys' growth strategy for 2013 and beyond includes global expansion and product extensions to build Heelys into a full lifestyle brand for kids rooted in adventure and action sports," said Rick Platt, group president of Sequential.

In 2014, Heelys will continue its footwear expansion with the additional distribution to more than 20 new countries. In addition, Heelys bags, backpacks and back-to-school accessories will launch in summer 2014 through a new license partnership signed with 5 Horizons.

"Our team is very excited to create this category in partnership with Heelys," said Kevin Lehrer, managing partner of 5 Horizons. "The brand exudes an authenticity and lifestyle that has drawn so many kids and young adults to the footwear for years."

In addition to the television commercial, Heelys launched a new website, enhanced packaging and updated POS displays.

The collection will be on display at BBC International's booth, #60454, at FN Platform, the footwear trade forum, from August 19-21 at the Las Vegas Convention Center.