Released on: October 29, 2008, 12:58 pm

Press Release Author: Chris Baker Flavourset Public Relations

Industry:

Press Release Summary: ATLANTA, GA., October 6th, 2008 Just as there is more than
one way to skin a cat, there is definitely more than one way to market a product to
American consumers.

Press Release Body: The story of how Zingz Brand Magnets made it on the shelves of
over 15,000 stores demonstrates how branding, packaging, and adding play value can
transform an ordinary toy into one of the hottest selling toys in America. The story
of how Danny Rinaldi and Robert Speicher re branded a pair of extraordinary magnets
as Zingz,(tm) "A Crazy Noisy Strong Magnet Mania Toy," illustrates how two American
entrepreneurs made their dreams come true using precision marketing, old fashioned
hard work, and by receiving a little bit of luck.

Speicher, an entrepreneur who published children's books, first discovered the
magnets in 2005. He sensed he had found a great product that was lacking the proper
marketing and branding needed to be successful in the states. After discovering the
magnets, Speicher did some initial market research by taking them along with him to
a book publisher's meeting in New York City. At the meeting Speicher played with
his new toy . The reaction of the audience to the magnets was stunning. Among
those who took notice were Jack Canfield and Mark Victor Hansen, the co-authors of
the famous book Chicken Soup for the Soul. The authors encouraged Speicher to move
forward with the product and helped convince him to bring the magnets to market.

Building the team

Speicher immediately contacted the manufacturer of the magnets in China and secured
exclusive U.S. distribution rights. Next Speicher began assembling an international
team of stars to make the magnets the next great American toy. His first call went
to Danny Rinaldi, whom he considered to be one of the greatest sale's talents in the
country. Rinaldi had been very successful selling consumer retail items, technology
equipment, and had worked with Speicher in a previous start-up business as a
development consultant. After a tiny bit of persuasion, Rinaldi agreed to be
Speicher's partner in the new magnet company named Shine On! Enterprises.

Next Rinaldi and Speicher contacted a world class marketing executive named Lori
Svikel. Svikel had extensive packaging experience including designing packaging for
McDonald's Happy Meals. Svikel was an ideal asset to the company because she
brought toy, packaging, and international sourcing experience to the team. Speicher
next went to China to recruit Dennis Ho, a manufacturing, sourcing, and operational
logistics expert. Ho's job was to help import the product into the U.S.

Together the team went to work identifying how they could create outstanding
packaging that would stop consumers in the aisles. Their research included
discussions with buyers from Walgreens, Toy's "R" Us, CVS, and Rite Aid. Their
challenge was to develop a unique identity for each of the six different shapes and
sizes of magnets they made. Each identity needed a name and description so kids
would personalize the magnets.

Magnets, Magic, and Money!

The package needed "attitude graphics" targeting the 5 to 8 year old market. They
developed a two inch deep package that prevented the powerful magnets from sticking
to other packages on the retail shelf. They also created a play book that taught
kids different ways to enjoy Zingz. Together they created two dozen tricks for
their Zingz Playbook that ultimately gave longevity to the product. The team also
developed a clip-on pouch which allowed fans of Zingz to carry them anywhere. The
pouches are available in colors that correspond to the eight shapes of magnets.

Each pair of Zingz was assigned a unique name that matched its look and sound. This
helped brand each Zingz with a one-of-a-kind character and magnetism. Zingz styles
had their own distinctive shape, size, sound, and personality.

David vs Goliath

In November of 2005 Rinaldi and Speicher pushed forward by renting a booth at The
National Convenience Store Trade Show. Rinaldi and Speicher drew a huge crowd of
buyers by performing demonstrations of the magnets. A buyer for a Southwestern
convenience store chain took orders for 35 stores. Zingz was officially in business.

The next leap was a sales meeting with a buyer from the CVS store chain. Equipped
with six Zingz sets and a playbook, Rinaldi and his sales reps met with buyers from
CVS Pharmacy. After a 15 minute meeting, Rinaldi secured orders for 6,100 CVS
stores. According to Rinaldi, "By offering 6 different sets of the magnets each
coming with color coordinated Zingz pouches, we were able to position the product as
a collectible toy. We had developed our product enough to land Zingz on the shelves
of a national tier-one retailer."

All of the preparation, hard work, and skilled product merchandising helped CVS sell
out of Zingz by the end of that Christmas season. The drug store giant went on to
reorder 25% more Zingz for the Easter holidays, and another 25% for the following
Christmas. Zingz had one of the highest sell through rates in the stores over that
Easter.

A Lucky Break

Although skilled branding, marketing, and packaging helped get Zingz into CVS, luck
later played a part in getting Zingz into other national retail stores. One evening
while watching David Letterman, Rinaldi stared in disbelief as actress Julian Moore
used a pair of her son's Zingz to make nose jewelry. Next Letterman attached the
magnets to his nose. The crowd loved the trick. Following the Letterman segment,
Zingz sales reps engaged new buyers to review their product line.

Shine On! Enterprises CEO Robert Speicher credits the company's success to the hard
work of his extremely talented team. Speicher believes the Zingz product life cycle
shows evidence of longevity and may very well join the ranks of classic America toy
staples like the Yo Yo, Slinkys, and Silly Puddy. "Teachers and parents have
applauded us for including information in our playbook that educates children in a
fun way about magnets which play an important role in many commercial products as
well as navigational instruments," says Speicher.

Today Zingz can be found in over 15,000 retail stores in the U.S. including Longs
Drugs, Duane Reade, Drug Fair, Bartell Drugs, Kerr Drug, Sam's Club, BJ Wholesale,
Five Below, Pump & Pantry, and Bed, Bath & Beyond.

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Web Site: http://zingzmagnets.com

Contact Details: Press Contact: Chris Baker Flavourset Promotions and Public
Relations

P.O. Box 78033
Atlanta, GA 30357
E-Mail: ChrisBaker@flavourset.com Tel: 404-246-4901