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Distributors in other countries or set-up our own operations. The first option was less risky and easy to manage but it meant that Smart Kids products were lost in a wide range of materials. So we went for

the second option and over the next few years established offices in Australia, in UK and Canada".

This has successfully branded Smart Kids as a leading supplier of educational resources in these

countries. Mr. Milne says the Smart Kids product catalogue is now sent regularly to teachers in more

than 50,000 schools across the UK, Ireland, Canada and Australia. "We also sell to schools in the US.

In that market we elected to work through a distributor, we didn't have the financial resources to setup

an operation that could cover almost 70,000 schools and compete with every established

educational publisher". He says annual exports now exceed $2.2 million and account for more than

90% of turnover. In order to grow the business, surplus profits are reinvested back into product

development, infrastructure - the company recently moved its Auckland operation into new 20,000

square feet premises in Ellerslie. Mr. Milne says the Smart Kids brand is now well established

internationally with the company enjoying many competitive advantages, including its New Zealand

origin. New Zealand education is highly regarded overseas and we find that international teachers to

get hold of educational products made in this country.

Smart Kids Ltd. An Auckland company that makes educational games and resources to read and

understand math's has won a Trade New Zealand Export Award for its success in international

markets in 2003.Established eight years ago in the family home basement, Smart Kids is led by

husband and wife team, joint chief executives David and Sun Milne and their sons Duncan and Frase.

She Milne, an ex-teacher, says from just 30 products when it started, the company produces more

than 200 produces catering for student's activities, grammar concepts and numeracy. She says the

international appeal of Smart Kids products was highlighted recently, when company's SMART

PHONICS was listed amongst the top five products out of almost 100 in the education trade show in

the United Kingdom. The key requirement for every new Smart Kids products is that it stimulates

student's minds in the classroom, teaches them a specific concept easily, enjoyably and permanently

and enables problem solving. David Milne says Smart Kids started selling its educational games and

resources to New Zealand schools in 1995, drawings an immediate and strong response. It quickly

became apartment that the New Zealand market was not large enough to sustain considerable

investment in product development, and secondly, that their products have done so well that they

deserved wider exposure."Our export research came down to two options.

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