SOURCE: Action Products International, Inc.

December 31, 2008 10:00 ET

Action Toys Inc. Introduces New Logo

Action Toys Inc. Rebuilds Image With New Look and New Official Logo

ORLANDO, FL--(Marketwire - December 31, 2008) - Action Products International, Inc. (NASDAQ: APII) has officially introduced Action Toys Inc. The new management team has redefined the core business segment of APII to create a separate entity under the name Action Toys Inc. The official introduction of Action Toys Inc. this week presents to the trade a new look and a new logo. Ken Ninomiya, VP of Sales and Marketing, commented that "Action Products has a long solid history of supplying high quality non-violent educational and craft toys. As we looked at the strength of the brands and the strong support of our core customer and consumer base we felt it was important to create an identity for the toy products that would be as strong as the brands itself. Action Toys Inc. will offer smart toys and great brands for years to come with a new look and redefined mission for 2009 and beyond."

Action Toys Inc. has already begun to promote the new look to the trade at a recent meeting with their sales representatives. The company has redefined their focus and created a new slogan "Smart Toys. Great Brands. New Look" which will be launched to the trade in the coming weeks.

This week's introduction of the new look, slogan and logo follows the recent launch of a new website www.ActionToysInc.com. While at www.ActionToysInc.com consumers can see online videos, learn more about every product, review the educational content and play value for every Action Toy while being able to locate a retailer within their home town or make a purchase on line. The second phase of www.ActionToysInc.com which is expected to be ready in early spring will include online interactive activities allowing children to enter the "Fun Zone" of the site that will have on-line games, free downloads, and additional value added on line content.

The Action management team has been successful in making the necessary changes within the organization to create a better experience for the consumer, their customers and shareholders. Plans for 2009 include a revitalized marketing strategy to strengthen consumer recognition on their legacy brands such as Curiosity Kits®, Space Voyagers®, Climb@tron™, I DIG®, Crazy For Cupcakes™, Play & Store™, and OLogy™ while offering a complete line of fun, safe, educational and craft non-violent toys to a number of key market channels.

About Action Products International, Inc.

Action Products International, Inc. ("APII") is a global manufacturer and distributor of brand-focused consumer products with award winning brands in the educational toys and crafts product segment. Headquartered in Orlando, Florida, APII's product line includes action figures, play-sets, activity kits and premium wooden toys that emphasize educational fun within the themes of arts and crafts, nature and science. Action Toys Inc. products are distributed to and sold by more than two thousand retail stores worldwide. For more information about the Action Toys Inc., please visit our websites at www.apii.com and www.actiontoysinc.com

Safe Harbor Forward-Looking Statements

Statements contained in this release that are not strictly historical are "forward-looking statements." Such forward-looking statements are sometimes identified by words such as "intends," "projects," "anticipates," "believes," "expects" and "hopes." The forward-looking statements are made based on information available as of the date hereof, and APII assumes no obligation to update such forward-looking statements. Editors and investors are cautioned that such forward-looking statements involve risks and uncertainties that could cause APII's actual results to differ materially from those in these forward-looking statements. Such risks and uncertainties include but are not limited to demand for APII's products and services, APII's ability to continue to develop markets, general economic conditions, APII's ability to secure additional financing and other factors that may be more fully described in APII's reports to shareholders and periodic filings with the Securities and Exchange Commission.