As reported previously in Shoe Intelligence, Heelys is currently undergoing a makeover under the ownership of Sequential Brand Group, which acquired the brand of wheeled footwear on Jan. 25. Previously, it was owned by a public company, Heely Sports Inc. Sequential Brands signed a worldwide licensing agreement with BBC International, which also holds the license for Ralph Lauren, Guess and Airwalk. In April this year, Shiner, the former U.K. distributor of the brand, was appointed as European distributor, working in 32 countries. Shiner is currently hiring country managers for each territory. Heelys has invested heavily in marketing in order to rebuild the brand. From May 2013 to May 2014, Heelys will be investing €1 million in TV commercials, which are being aired this month in the U.K., Spain, Germany, Portugal and France. From May 2014 to May 2016, Heelys plans to invest an additional €3.5 million in marketing and communication activities. Shiner expects to sell about 400,000 pairs of shoes by May 2014, growing to 600,000 in the following year. In Spain, Heelys collaborates with El Corte Inglés, selling its products in ten departmente stores to check the market's reaction.