APII Launches New Corporate Website and New Market Strategy

Fri Sep 19, 2008 9:43am EDT

* Reuters is not responsible for the content in this press release.

As part of the new directives under the newly appointed management, APII
(NASDAQ: APII), a brand driven consumer products company, has quickly
accomplished key initiatives to regain market strength. The launch of a
new corporate website www.APII.com opens up communication channels with
consumers, buyers and the financial community while highlighting the
leading brands and core capabilities that has made Action Products
International Incorporated a product leader in the educational, craft and
non-violent toy segment.

    As part of the new market strategy, which is in full process, the
management team has pinpointed undervalued assets within its current
structure, started ActMed+(TM), a new subsidiary company within the
growing home health and wellness industry (www.ActMedProducts.com),
reduced expenses, realigned sales, initiated direct to consumer marketing
and building mass and international markets.

    After 3 weeks in the post, CEO Neil Swartz is pleased with the immediate
and dedicated response of the APII employees and turnaround of the
company. "I am very excited about the potential of the company and proud
of the dedication of our staff. We quickly learned that we have great
people here to support our great award winning brands. The key to our
profitability will be a quick, smooth turnaround with strong execution
from all levels of the company. This is only the early stages of the
turnaround plans for APII and we will begin sharing several additional
developments with the investment community within the coming weeks with
the help of our new website and other new communication tools," Mr.
Swartz commented. APII has also begun to buy back some of its stock
believing that it is currently undervalued while also assessing legal
remedies to 'short selling' in the stock.

    About Action Products International, Inc.

    Action Products International, Inc. is a global manufacturer and
distributor of brand-focused educational toys and crafts. Headquartered in
Orlando, Florida, the Company's product line includes action figures,
play-sets, activity kits and premium wooden toys that emphasize
educational fun within the themes of arts and crafts, nature and science.
Action Toy Company's products are distributed to and sold by more than
two thousand retail stores worldwide. For more information about the
Action Toy Company, please visit our website at www.apii.com.


Neil Swartz
Email: NSwartz@APII.com
Phone: 1.407.481.8007

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