Intelex Group, the Northamptonshire based inventors of heatable soft toys, has announced that they are rebranding all of their warming product ranges under the brand name Warmies® to create a very strong internationally recognisable brand that is set dominate the increasingly popular category of ‘warming gifts’.

The Warmies® brand will be rolled out across all territories in 2015 and will be applied to all new and existing heatable ranges including Warmhearts®Socky Dolls™ and Cozy Plush™. Attractive new packaging has been designed with a holographic security feature to freshen up the look of the older ranges and to help make the newer ranges instantly identifiable as genuine Intelex products to the consumer.

The rebranding project coincides with Intelex Group celebrating their 20th year as worldwide market leaders in the heatable soft toy and gifts industry. The tagline ‘Warming the Nation Since 1995’ will remain and the business will soon debut a new customer facing website along with a transactional website for trade customers.

“The Intelex Group’s Warmies® brand is already well known in other EU countries such as Germany, Switzerland and Italy and by applying this brand across all of the heatable products we manufacture, we can quickly and easily create a very strong global brand that will dominate this category for the next 20 years.” Says Philip Gannon, founder and CEO of Intelex Group and the inventor of fully microwavable soft toys.

He continues “The Warmies® brand perfectly represents the functionality, quality and safety of the products we have been designing and developing for over 20 years and I’m very pleased that we have finally selected a brand name that suits not only all of the product ranges we manufacture but also all of the international markets that we sell into”.

Intelex continues to put a huge amount of effort into creating fresh new designs that are attractive, functional and represent very good value for money. Their in-house design team has just completed yet another round of new product development and they will be showcasing at least 20 totally new ‘on trend’ designs at the Spring Fair in 2015. All of the new designs will be sold under the Warmies® brand and will be supported by newly designed floor and counter display units.

Intelex Groups’ journey began in London in 1995 with the ambition to commercialise a new and innovative way to relieve everyday aches and pains. The revolutionary Hot-Pak® was the first ever fully microwavable herbal heat pack to be sold in Europe and this led to the invention of Beddy-Bear®; the worlds first ever fully microwavable soft toy, followed by Slippies®; the worlds first ever fully microwavable slipper! The company’s founder and CEO is an expert committees member on the BSI committee that introduced a safety standard for this category in 2003.

The business currently supplies over 30,000 retailers worldwide via an established network of exclusive and non-exclusive distributors and also supplies a very impressive list of multiple retailers in the UK including Debenhams, New Look and Sainsbury’s.

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