Sequential Brands Group Unveils Plans for Heelys Global Relaunch

NEW YORK, Aug. 19, 2013 (GLOBE NEWSWIRE) -- Sequential Brands Group (OTC:SQBG) ("Sequential" or the "Company"), the owner of Heelys®, has announced new plans for Heelys that include an overhauled and expanded footwear collection, global marketing plans and the expansion into new product categories including backpacks and back-to-school accessories.

The new Heelys marketing campaign will feature a television commercial set to air starting 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, takes a new approach to the previously skate oriented footwear line, adding more vibrant colors and a variety of new 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 over 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, a worldwide leader in design and manufacturing.

"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." Jon Allen, Managing Partner, added, "We believe that the brand's emphasis on fun designs and rich features translates exceptionally well into a collection of kids bags, packs and lifestyle accessories."

As part of the newly developed marketing campaign, Heelys launched a new website, enhanced packaging and updated POS displays, conveying the fresh look and feel of the brand.

Heelys Footwear 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.

Founded in 1999, Heelys quickly became a breakout success in the world of action sports among children and teens with its innovative wheeled footwear. Heelys core product, HEELYS-wheeled footwear, is patented dual-purpose footwear that incorporates a stealth, removable wheel in the heel.


Sequential Brands Group, Inc. (OTC:SQBG) owns, promotes, markets, and licenses a portfolio of consumer brands that presently include William Rast®, People's Liberation®, DVS® Action Sports, Heelys®, Caribbean Joe®, Ellen Tracy® and Revo®. Sequential seeks to ensure that its brands continue to thrive and grow by employing strong brand management, design and marketing teams. Sequential has licensed and intends to license its brands in a variety of consumer categories to retailers, wholesalers and distributors in the United States and in certain international territories. For more information, please visit Sequential's corporate website at: To inquire about licensing opportunities, please email:


5 Horizons Group is a global design, manufacturing and marketing firm that specializes in Recreational and Home products. The Company creates a range of categories covering sports, work, outdoors and travel bags and related accessories as well as furniture, housewares and home décor. The Company also provides private brand products for retail partners and customized programs for the corporate and incentive markets. 5 Horizons markets and distributes its products across national retail and specialty stores in the United States and internationally. 5 Horizons was founded in 2007 and has offices in the United States, China and Vietnam. U.S. headquarters is located in St. Louis, MO.


BBC International, a major footwear firm in the industry, was founded in 1975 by Chairman Robert Campbell. The company is the leading children's and skate footwear designer and marketer globally. BBC leads the kid's footwear marketplace with creative design and advanced technology. They have secured many long-term, internationally recognized children's licenses such as Polo Ralph Lauren, Sam Edelman, Guess, Born, OSIRUS, Heelys and entertainment brands such as Marvel. Their ability to service all levels of quality fashion and distribution from department stores to mass market is the key to their success in the children's arena. For more information, please visit BBC's corporate website at:

Forward-Looking Statements

Certain statements in this press release and oral statements made from time to time by representatives of the Company are forward-looking statements ("forward-looking statements") that involve risks and uncertainties. For this purpose, any statements contained in this press release that are not statements of historical fact may be deemed to be forward-looking statements. When used in this press release and in documents referenced herein, forward-looking statements include, without limitation, statements regarding our expectations, beliefs or intentions that are signified by terminology such as "subject to," "believes," "anticipates," "plans," "expects," "intends," "estimates," "may," "will," "should," "can," the negatives thereof, variations thereon and similar expressions. Such forward-looking statements reflect the Company's current views with respect to future events, based on what the Company believes are reasonable assumptions; however, such statements are subject to certain risks, uncertainties and other factors. Our actual results may differ materially from those anticipated in any forward-looking statements due to known and unknown risks, uncertainties and other factors. The section entitled "Risk Factors" set forth in Item 1A of Part I of our Annual Report on Form 10-K for the year ended December 31, 2012, in Item 1A of Part II of our Quarterly Report on Form 10-Q for the quarterly period ended June 30, 2013 and in similar discussions in our other Securities and Exchange Commission filings, discuss some of the important risks, uncertainties and other factors that may affect our business, results of operations and financial condition. The Company's stockholders are urged to consider such risks, uncertainties and factors carefully in evaluating the forward-looking statements and are cautioned not to place undue reliance on such forward-looking statements. Forward-looking statements are not, and should not be relied upon as, a guarantee of future performance or results, nor will they necessarily prove to be accurate indications of the times at or by which any such performance or results will be achieved. As a result, actual outcomes and results may differ materially from those expressed in forward-looking statements. The Company is under no obligation to, and expressly disclaims any such obligation to, update or alter its forward-looking statements, whether as a result of new information, future events or otherwise.

CONTACT: Media Contacts For all licensing inquiries please contact: Julia Graham, Brand Manager Sequential Brands Group 646-395-4921 For all financial inquiries please contact: Gary Klein, CFO Sequential Brands Group 646-564-2574

Source:Sequential Brands Group