Things are starting to get "funtastic"! From July of this year, the edding brand name is set to be boosted by the launch of Funtastics - the new edding sub-brand aimed at children. In developing this new series, the marker specialist has remained true to its core area of expertise - focussing on colourful felt-tipped pens and markers "made in Germany", designed to fit in children's hands. And when it comes to product properties, too, the familiar edding image values (such as quality, reliability and customer orientation) are very much in play. What's more, because edding is - as everyone  knows - more than just a marker, the range has been rounded off with the launch of three highly imaginative sets for children aged 6 and up to colour in and complete in creative style.

From July 2010, the complete Funtastics range - consisting of 34 colorpens and 12 different creative sets - is due to take children's bedrooms by storm the world over. The range is also set to capture the hearts of parents and their offspring in equal measure.  That's because, to cap it all, edding has developed this series by combining the needs of children with the wishes of parents.

The new Funtastics markers, for example, were developed in close collaboration with an occupational therapist. With anti-slip rings and an ergonomically designed grip that prevents children's fingers sliding down to the nib, effortless colouring-in fun for little hands is guaranteed. To the delight of parents, the inks contain safe food dyes and can be washed out of most fabrics  - even at 40°C. Other "funtastic" properties of the edding 14 and the finer edding 15 include the robust tip (sturdy design prevents the tip from being accidentally pressed in), up to 12 brilliant colours and the fact that the pens can be left without a cap on for up to 3 days without the ink drying out.

By introducing three different creative sets, edding is also offering the right "play areas" for its new markers and felt-tip pens. These include magnetic images (edding Magnetic World), wall stickers that can be removed without leaving any trace (edding wall stickers) and 55 x 80 cm colouring walls (edding World on Walls), featuring scenes popular with young girls (pixies, top models) and little boys (pirates and astronauts). All sets each come with six Funtastics markers or felt-tipped pens.

The marketing strategy for the Funtastics encompasses not only PoS campaigns and end-user activities, but also promotional items - including leaflets about the entire range, timetables to colour in, stickers and much, much more.

The edding group - celebrating its 50th anniversary this year - will also prove a hit at the PoS with its highly striking counter-top displays and decorative, free-standing floor display units. In addition, edding will be supporting its trade partners by making its edding promoters available to them on request. edding will be addressing end customers in the first instance via its website at www.edding-funtastics.de, predicted to be available online in July. One more thing: in association with above-the-line and below-the-line initiatives, a competition is soon to be launched with a view to finding suitable names worldwide for the Funtastics characters.