Action Products (APII) Announces Initiatives to Increase Sales in '09

November 20, 2008 9:28 AM EST

Action Products International, Inc. (NASDAQ: APII) laid out plans to increase sales in 2009. The management team sees unrealized potential in the Company's established assets and with the change in culture, redirection of marketing and sales strategies, reduction in operating costs and plans to expand into new channels, management is implementing aggressive sales growth plans for the coming fiscal year.

In 2009, the Company is projecting sales of $12 million, an estimated $8.5 million in sales is projected to be generated by the existing product portfolio with an additional $3.5 million resulting from acquired products and products presently owned but not previously released to the market. The Company stated a large portion of the incremental $3.5 million will be dependent on the Company's ability to raise investment and working capital to fund acquisitions and launch of new products.

As part of the efforts to maximize sales in the mass market channels, the new management team has reallocated internal resources, contracted specialized sales reps and developed a focused mass market channel program to increase sales in these targeted accounts. Further development of selected new products for chain retailers will also help increase brand awareness and the selling of competitively priced brand assortments rather than individual items. The management team also focused immediately on existing key customers and top selling toy brands with the development of on-package promotions, channel promotions and an aggressive on-line marketing campaign.

Action Products International, Inc., together with its subsidiaries, engages in the design, manufacture, and market of educational and non-violent branded toys, crafts, gifts, and activity products.

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