Heelys is undergoing a makeover under the ownership of Sequential Brands Group, which acquired the brand of wheeled footwear at the beginning of this year. A TV commercial due to be broadcast in October in the Americas as well as in Europe and Asia will mark the launch of a new footwear line developed by the brand's footwear licensee, BBC International. Featuring a variety of styles with vibrant colors, it goes beyond skating in tune with a project to turn Heelys into a lifestyle brand for children revolving around action sports and adventure. For spring/summer 2014, the shoe line will reportedly be expanded and distributed in more than 20 new countries. It will be complemented by bags, backpacks and other accessories under a new licensing deal with 5 Horizons. (see also the article about Sequential's acquisition of Revo and its license with B. Robinson in this issue).

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