Dallas-based, Heelys, Inc. (NASDAQ:
HLYS) has a starring role in the new musical adaptation of
Disney's The Little Mermaid, now on stage at Broadway's
Ariel, King Triton, Flounder and the rest of the cast will glide
thanks to a collaboration between The Little Mermaid's
Broadway choreographer Stephen Mear and Heelys. Mear worked with Heelys
to develop a custom-made dance shoe outfitted with Heelys
wheel-in-the-heel technology that allows actors to simulate underwater
movement while performing beloved songs like
Kiss the Girl
Because Heelys adds such an important element to the staging,
the company will receive a program credit:
Gliding by Heelys.
Armed with the responsibility of blending jazz, ballet, modern and tap
into the show's choreography, Mear wanted the dancers portraying sea
onstage, and evoke a completely different visual
language for movement underwater.
Heelys are the perfect vehicle for
dancers who need to move fluidly and freely through our world under the
sea while executing dance steps on the traditional Broadway stage,
Performers such as Sierra Boggess (Ariel), Norm Lewis (King Triton) and
Cody Hanford and J.J. Singleton (alternating as Flounder) learned how to
use the wheeled dance shoes quickly during the sold-out pre-Broadway run
of The Little Mermaid in Denver this past summer.
Heelys will promote the musical's debut by sponsoring the Heelys
national sweepstakes and hosting Team Heelys events at
select Nordstrom stores in November and December.
grand prize is a trip for four to New York City to see
The Little Mermaid
on Broadway. Fifteen first prize winners will
receive gift bags with cast-autographed posters, cast albums, key
chains, hats, bubbles and t-shirts. Five second prize winners will get
Heelys Gear Packs with a pair of Heelys wheeled footwear, a backpack, a
baseball cap and a hoodie. Twenty-five third prize winners will receive
an original cast album. Entry information is available at www.heelys.com.
Entries will be accepted between November 15 and January 15, 2008.
The promotions are the latest in a series of Disney-Heelys joint
efforts. Earlier this fall, Heelys announced its partnership with
Disney's Wide World of Sports
as title sponsor of the Endurance Series
Races with the new Heelys Race and Roll event through 2008, and
the company participated in a sweepstakes to promote the DVD release of
High School Musical 2.
Disney has tapped into what many kids find most unique about Heelys,
that the skate shoes are incredibly versatile and fun allowing kids of
all ages to walk, roll and create their own tricks,
said Heelys VP of
Marketing Jim Peliotes.
Our partnership with Disney continues to expand
and we look forward to a long, productive relationship.
About Heelys, Inc.
(NASDAQ: HLYS) Heelys, Inc. designs, markets and distributes innovative,
action sports-inspired products under the HEELYS
brand targeted to the
youth market. The Company's primary product, HEELYS-wheeled footwear, is
the patented dual-purpose footwear that incorporates a stealth,
removable wheel in the heel. HEELYS-wheeled footwear allows the user to
seamlessly transition from walking or running to skating by shifting
weight to the heel. Users can transform HEELYS-wheeled footwear into
street footwear by removing the wheel. HEELYS-wheeled footwear provides
users with a unique combination of fun and style that differentiates it
from other footwear and wheeled sports products.
About The Little Mermaid
Disney Theatrical Productions (Thomas Schumacher, Producer) is proud to
present the Broadway production of THE LITTLE MERMAID, based on the
Disney film and the classic fairy tale by Hans Christian Andersen. THE
LITTLE MERMAID takes place in a magical kingdom beneath the sea, where a
beautiful young mermaid named Ariel longs to leave her ocean home to
live in the world above. But first, she
ll have to defy her father, the
king of the sea, escape the clutches of an evil sea witch and convince a
prince that she's the girl with the perfect voice.
Led by the award-winning director, Francesca Zambello, some of the
theatre's most innovative artists have collaborated to create THE LITTLE
MERMAID. The score features the classic songs:
Part of Your World,
Kiss the Girl
and the Academy Award
-winning Best Original Song,
Under the Sea,
composed by eight-time Academy Award
Menken and his longtime collaborator, the late Howard Ashman, as well as
10 new songs by Mr. Menken and lyricist Glenn Slater. The book for the
new musical is by Pulitzer Prize and Tony Award
-winning playwright Doug
Wright. THE LITTLE MERMAID begins performances on November 3 at
Broadway's Lunt-Fontanne Theatre (205 West 46th Street, NYC) and
officially opens on December 6.
For more information visit