Fat Brain Toy Co. launches new toy: Squigz

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Posted: Monday, June 17, 2013 12:00 am

Fat Brain Toys' latest toy, “Squigz,” which the Elkhorn company playfully describes as “fun little suckers,” will be on the shelves at specialty toy stores beginning June 24.

Squigz, a collection of eight different pieces that snap together using suction cups, can be used to create people, animals and buildings, said Matt Hansen, a spokesman for the online toy seller.

But one little girl figured out yet another use for the colorful, silicone toy, intended for kids age 3 and up.

Six-year-old Hadley Hansen discovered that while Squigz are lovely to look at, they're also lovely to wear.

Her revelation occurred after “Dad” -- Matt Hansen -- let her test Squigz at home.

“She builds jewelry with it,” Hansen said. “She makes bracelets and necklaces from the pieces. We didn't expect that!”

Fat Brain Toys, which sells more than 7,000 toys and games, also creates and develops its own products working with independent toy designers and in-house developers. In the last five years, the company has brought 60 original toys to market.

Squigz, the brainchild of Seattle-area toy developer Scott Baumann, took Fat Brain 18 months to develop, manufacture and package, Hansen said.

Online sales of the new toy have been brisk, Hansen said.

Squigz comes in two sizes, the starter set containing 24 pieces is $24.95, and the deluxe set with 50 pieces priced at $49.95.

Monday, the company plans to introduce a baby and toddler version of the toy, pipSquigz, at the American Specialty Toy Retailers Association Marketplace in Nashville.

Husband and wife Mark and Karen Carson founded Fat Brain Toys in 2002 after they couldn't find appropriate toys for their three children.

Click here to view a video of kids playing with Squigz.

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