Press Releases

Back

KNEX BUILDS CYBERK'NEX BRAND WITH PROMOTIONAL PARTNERSHIP

K'NEX Partners With Sorrento and Precious Brand String Cheese to Promote New Interactive Construction Toy

Hatfield, PA, October 16, 2000 – K'NEX Industries, an award-winning construction toy manufacturer, announces a promotional partnership with Sorrento and Precious brand cheese, the leading producers of soft Italian cheeses and other natural cheeses in the United States. Aimed at building brand awareness of its new CyberK'NEX line of interactive building sets, the promotion awards consumers with a $10.00 mail-in rebate offer towards their purchase of any CyberK'NEX product when they buy any one package of Sorrento or Precious Brand Stringsters, Stuffsters and Sticksters String Cheese products.

The CyberK'NEX string cheese promotion begins the week of October 16, 2000 when labeled cheese products and promotional materials are distributed to over 4,000 retail locations nationwide. The string cheese products will remain on the shelf through January 2001 and the official mail deadline for the rebate offer is February 28, 2001.

"K'NEX is very pleased with the opportunity to partner with long-standing brands like Sorrento and Precious Cheese," said Chris Campbell, Vice President of Marketing at K'NEX. "This type of redemption program is a great way to reach thousands of consumers as we continue to build brand recognition for our newly launched CyberK'NEX line."

Sorrento and Precious String Cheese will distribute 1,500,000 cheese packages containing the rebate offer. The consumer offer is supported through a package sticker, an inpack rebate form, on shelf wobbler, website announcements and a K'NEX consumer email. A sell sheet for both cheese brands will be distributed to the grocery trade.

Incorporating a proprietary technology, CyberK'NEX is the only construction activity with which kids can build models that come to life -- with realism, personality and attitude and even interface with the web. There are three CyberK'NEX sets: Hyper Wheels ($49.99), Cybots ($79.99) and the Ultra Set ($129.99).

The official rebate form is found inside the Sorrento and Precious String Cheese products. Consumers can mail in their rebate offer with the purchase of any CyberK'NEX set.

###

Founded in 1992, K'NEX Industries was formally established to make and sell what has become one of the world's leading integrated construction systems for children. Winner of over 150 international awards and recognitions, K'NEX seeks to build young minds with its exciting product line and critically acclaimed K'NEX Education program.

About K’NEX Brands

Founded in 1992, K’NEX Brands, the world’s most innovative construction toy company, was established to make and sell what has become one of the world’s leading integrated construction systems for children. Winner of over 200 international awards and recognitions, K’NEX is America’s building toy company focused on Building Worlds Kids Love, and encourages youngsters to “imagine, build and play.”  For more information, please visit www.knex.com.