According to Wallace Hargraves, snowboard division manager for World Industries, the company has cornered itself into a niche market through the use of marketing characters such as Flame Boy, She Devil, Devil Man, and Wet Willy–graphics kids really like. These characters were originally developed through World’s skate products and then carried over to the snowboard program.

As a result, the company plans to create a kids’ line for the ’01/02 season and include boards, boots, and clothing with these characters featured.

Hargraves says the current line isn’t working for anybody over fourteen. “We’ve lost our adult market and picked up the kid market.”

So the company plans for the line go back to the company’s roots–skate-oriented product with kids sizing.

“That’s our roots,” says Hargraves, “We’re not gonna get away from it. We’re giving kids’ what they want.”

Hargraves says the company is looking to form the strongest kids’ team possible with riders who excel at both skating and snowboarding so the company can tie in both sports. “I think we’re gonna give Burton the Backhill team a run for their money,” says Hargraves.

In addition, World will also develop an adult line that will feature skate-influenced graphics and will include boards, bindings, and accessories including team jersies, gloves, windbreakers, board bags, and backpacks. According to Hargraves, the World branded product will have an old-school, ’core skate image–it won’t be soft.