Footwear Spins Onto Broadway As Heelys Teams with Disney's Broadway Production of The Little Mermaid
Fashion Article Posted November 30, 2007

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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 Lunt-fontanne Theater.

Ariel, King Triton, Flounder and the rest of the cast will glide underwater 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 patented wheel-in-the-heel technology that allows actors to simulate underwater movement while performing beloved songs like Kiss the Girl and Under the Sea. 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 creatures to glide 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, said Mear.

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

Little Mermaid national sweepstakes and hosting Team Heelys events at select Nordstrom stores in November and December.

The sweepstakes 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 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 Kids Races with the new Heelys Race and Roll event through 2008, and the company participated in a sweepstakes to promote the DVD release of Disney's 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 winner Alan 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.

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