Play Visions Inc. entered into a strategic partnership with Moose Toys to distribute its new compound, Foam Alive.

Previewed as SloFlo at Toy Fair New York this past February, Foam Alive is a soft, squishy, and fluffy foam that “magically comes to life” when played with and touched. As SloFlo Motion Magic, the product also received a 2019 Best Toys for Kids Award from the American Specialty Toy Retailing Association (ASTRA). Going forward, the product will be branded exclusively as Foam Alive.

“This incredible new compound is a great addition to our collection of compound toys,” said Mark Chernick, president, Play Visions Inc. “We are thrilled to be a part of the Foam Alive launch and to share this compound with our partners.”

As part of the newly-inked deal with Moose Toys, Play Visions will be the distribution partner for Foam Alive in North America, and will assist with sales to specialty retailers.

Available in three colors — Purple Pulse, Lava Lime, and Blitz Blue — the product line includes a unique hourglass blister pack for a “try me” function when flipped. Designed for kids ages 5 and up, the product is gluten free, and will be priced from $3.50 to $14.99