Heely's says "game on," launches non-wheeled footwear line
Heelys, Inc., (Nasdaq: HLYS) makers of the popular wheel-in-the-heel skate shoe, announced this morning that it is expanding its wheeled footwear line to include a “non-wheeled” shoe line called “the Gamer.”
Heelys’ newest shoe line incorporates a simulated game controller on the outsole of the shoe. The “Gamer” comes in two styles, Gamer Slip On and Gamer Lace, and will debut at $45 per pair.
“In considering the recent surge in video and online gaming paired with statistics showing 95% of heelers play video games, we knew the Gamer line was a natural,” Vice President of Heelys Design and Development Bob Byrne said in a press release.
Over the last 20 years, the popularity of playing video games has become mainstream and an integral part of youth life and culture. According to a study published by the National Institute on Media & Family, 93% of U.S. children under 18 played a video game in the last year and 79% of U.S. children play video games on a regular basis. Of U.S. households with children between the ages of two and 17, 74% own a video game console.
Heelys latest footwear line is slated to launch in November, just in time for the holiday season.
Shares of Heelys (HLYS) gained 11.81%, or $1.16, to $10.98 in pre-market trading. Shares of Heelys have been trading in the range of $7.65 to $40.09 for the past 52 weeks.
