MCV/DEVELOP News, events, research and jobs from the games industry
A4T is to launch a new fitness peripheral range for Nintendo Wii, which carries the official licence for iconic British sports brand Lonsdale.
The firm says the products will work with all exercise games released on Wii.
The line-up will include branded dumbbells and a height stepper, which is compatible with the Wii Balance Board. Both products are adjustable, so that consumers can customise their own exercise routine.
The firm will also launch Lonsdale boxing gloves that are compatible with all Wii boxing games. In addition, a Wii workout kit contains a bundle of A4T fitness products, including a skipping rope.
Some time ago we identified the Wii keep fit genre as an area where we really could make a difference,” said A4T’s Bill Stirling.
The games were becoming more complex and are now genuinely competing to attract the serious as well as the casual keep fit gamer.
Because of this we saw a real opportunity to encourage more male participation in the arena.
The Lonsdale brand is very familiar to anyone who has worked out at their local gym across the UK and Europe.
The two key products in our new range will appeal to anyone, no matter their current fitness levels, due to the built-in variable adjustment features. We firmly believe that we have a range of products which will suit just about anyone wishing to train in conjunction with their Wii console – male or female.”
The Lonsdale range will be marketed in consumer press titles in the lead up to Christmas under the strap line: ‘Get Serious – Get Fit’.
