Joolz brings magic into the jewelry-making aisle

Ohio Art is adding a bit of magic to a new DIY jewelry-making playset that will roll out in September. The Bryan, Ohio-based toyco has teamed up with Vivid Imaginations in the UK to bring Joolz Magic Gems across the pond. The SKUs contain basic jewelry-making hardware for crafting necklaces, bracelets, earrings, hair slides and rings. But they also come with what looks like a bunch of...well, rocks. Girls must shake the seemingly valueless pebbles up in a device containing a special tonic that will 'magically' transform them into gems. What really happens is the jewels are coated with a chalky, dirt-like substance that dissolves in warm tap water (the magic potion).
By
May 1, 2007

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