By Lisa Johnston
New products on display at the American International Toy Fair, held in N
LAS VEGAS – Sakar International celebrated here Wednesday the 75th Anniversary of its Vivitar brand, which Sakar founder Charles Sakar rescued from oblivion after the previous owner, Syntax-Brillian collapsed in 2008.
Since that time, Sakar International has reinvented the brand with an expanding portfolio of products for the mass market, including the new Vivitar Action camcorder (DVR785HD), designed as a high value alternative to Go-Pro HD models.
Other Vivitar products include digital cameras, professional SLR lenses, flashes, bags and cases, tripods, batteries and chargers, binoculars, telescopes and microscopes.
More recently, the Vivitar portfolio has added TV, computer, smartphone and tablet accessories, including a new ‘Absolutely Charming’ fashion line of matching iPad and iPhone cases, headphones and earbuds available in 12 different themed designs enabling women to personalize their electronics.
The tablets will take Vivitar into a new product category that will be sold under the Vivitar name as well as licensed to other consumer brands. Sakar has an active license program with major brand franchises including Disney, Monster High, Nickelodeon, Batman, Spiderman, Hello Kitty, KidzBop, Targus, Kodak, NERF, Polaroid and others.
“Seventy-five years is a milestone for any company, and especially for a brand like Vivitar in a market that has been transformed by digital technology,” said Jeff Sakar, Sakar International president. “Vivitar was once so focused on the SLR camera that they literally wrote a book on the subject, so the brand has had to evolve to meet current market realities. We have done that while upholding the Vivitar reputation for delivering quality products at an affordable price. “Our entry into the tablet businessis the next step in a progression that continues to strengthen the brand and keep it fresh for a new generation of consumers.”
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