Market Overview

Birthday Party Franchise Gets Playful Makeover; Prepares to "Own" Birthdays

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TEMPE, Ariz., Oct. 29, 2012 (GLOBE NEWSWIRE) -- BounceU, a popular franchise for kids' birthday parties, has put customer feedback into action with a new logo, tagline and décor facelift featuring bright colors, playful birthday-themed characters and a new brand positioning of "Where Birthdays Come to Life."

"We are excited to announce a refreshment of our BounceU brand," said Lee Knowlton, CEO of BounceU. "BounceU has always offered exceptional birthday parties and now we have a new look that better reflects this experience. The new logo, new tagline and the new décor items will better position BounceU as the premier birthday party location in the United States. Mothers and their children love our parties and now they love our new look, as well."

After nearly a decade in business, BounceU's refreshed look and brand positioning follows months of quantitative and qualitative research identifying an opportunity to enhance the connection between the experience and the branding and décor. While customers overwhelmingly agreed upon a positive and fun experience for their kids at BounceU, nearly half of surveyed moms thought the original BounceU logo and décor needed a refresh. According to Knowlton, BounceU's new look and brand positioning "more clearly communicates what we are all about, a place where birthdays come to life."

An integral part of the new branding are original, whimsical birthday-themed characters – a birthday cake, candle, cupcake and gift – all with human qualities such as legs and arms (no facial features) that, according to Knowlton, were designed with a "mischievous" quality. "It's almost like the Toy Story characters. You get the feeling that when you turn your head, the characters are running off, having all kinds of fun all throughout the store," he added.

The rebranding process began in mid-2012 at BounceU's Gilbert, Arizona location with franchise owner Brenna Chaddock. BounceU will continue updating its locations with the revitalized branding in the first quarter of 2013. A new location in Elmsford, New York is opening with the new design and branding later this month, and all future new locations will include the "Where Birthdays Come to Life" look and feel moving forward.

"Overall, feedback on our rebranding has been very positive," Chaddock said. "Oddly enough, children seemed to recognize the changes before their parents, and we think that's because they're connecting with the updated characters, colors and decor. It really has brought new life and energy to the location."

Every BounceU location specializes in creating a private, interactive birthday party experience. The indoor playgrounds feature the latest inflatable equipment, such as sports arenas, monster obstacle courses, vertical rush, and giant double lane slides, all located in private stadiums. BounceU will also offer a variety of customized party programs, including holiday, cosmic and glow-in-the-dark themes.

BounceU prides itself on offering unrivaled customer service, setting it apart from other children's entertainment destinations. Party planners contact the parents in advance of their event to discuss preparations and make sure the facility is tailored to their needs. During the party, enthusiastic fully-trained party professionals keep the party bouncing, engaging guests in various activities to provide the best party experience possible. Parents can relax because party professionals will ensure child safety, supervision, a great time and will even clean everything up at the end!

About BounceU

Founded in Gilbert, Ariz. in 2003, BounceU is the place where birthdays come to life. The company specializes in creating private, full-service birthday party experiences for children in a safe, indoor environment. Founded with customer service in mind, BounceU provides tailored, stress-free and supervised parties. Today, BounceU is based in Tempe, Ariz. and has 53 locations in 18 states. For more information, please visit www.BounceU.com.

The BounceU logo is available at http://www.globenewswire.com/newsroom/prs/?pkgid=15449

CONTACT: Media Contact: Candice Hudson, Fishman Public Relations, (847) 945-1300 ext. 248. chudson@fishmanpr.com

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