|September 26, 2012|
|Being Cute is not Enough! For Adult-mode Elementary Schoolgirls.
The Wild Berry Now on Sale. A Sparkling Bicycle Loved by Adults.
|Bridgestone Cycle Co., Ltd. (President: Yuji Takeuchi) will release on sale at nationwide dealers on October 16 the Wild Berry,
a "sparkling bicycle loved by adults" with an adult mode aimed at elementary schoolgirls.
The market for bicycles aimed at girls is shrinking owing to the effects of a falling birthrate, and the Wild Berry has been newly developed with fashion-conscious elementary schoolgirls in mind in alignment with the recent appearance of high-fashion children's clothes.
In more detail, the main aim of the design is to provide a bicycle frame in vivid colors that have been arranged in a simple and sophisticated manner to which "sparkling parts" favored by elementary schoolgirls can be attached. The frames come in a sparkling dot pattern and the spokes and basket can be decorated in glittering star-shaped accessories fitted with mirrors, and in addition to this, it can also be finished in a sophisticated casual design by coordinating the adult-taste wire basket and sporty saddle. The bicycle is also equipped with a durable, light-weight aluminum frame and high-quality brakes in consideration of safety. The front wheel is fitted with a double-pivot aluminum caliper brake that provides powerful braking power with light pressure, and the rear wheel is fitted with a newly-designed frist brake that boasts improved braking power and that provides gentle braking even in rainy weather to guarantee child safety. The line-up also includes an outer-attached 6-speed gear model in addition to the single-gear model. A complete bicycle that is fashionable, safe and comfortable for supporting children's lifestyles.
Bridgestone's objective in developing the Wild Berry is to cultivate a new bicycle market for young girls who wish to differentiate themselves from conventional bicycles that use pastel coloring and characters.
<Overview of Sales for the Wild Berry>
Sales Area: Nationwide
Annual Sales Target: 10,000 units (total)
Date of Release: October 16
Standard Cash Retail Price: 26,800 yen to 31,800 yen (inc. tax)
Pearl Sugar (White)
Gray Flamingo (Gray)
Black Panther (Black)
Wild Berry Design Features
The main aim of the design is to provide a bicycle frame in vivid colors that have been arranged in a simple and sophisticated manner to which "sparkling parts" favored by elementary schoolgirls can be attached. In addition to this, it can also be finished in a sophisticated casual design by coordinating the adult-taste "cycle parts."
Vivid colors arranged in a sophisticated and simple manner
A color line-up covering everything from regular white through to a gray that is difficult to get fed up with, a chic black, and a vibrant pink. Any of these colors can be selected in alignment with the child's taste in fashion. The colors have also been given cute names to enhance the fun of selection.
The aim of the design is to provide a bicycle for adult-mode elementary schoolgirls to which the sparkling parts they favor can be attached.
Adult-taste cycle parts coordination
The durable and lightweight aluminum frame is equipped with high-quality brakes to guarantee child safety
(1) Rear brake: Newly-designed frist brake that provides gentle braking even in rainy weather
These brakes were developed by Bridgestone. The feature greatly improved braking power in comparison to roller brakes and drum brakes. They also stop the bicycle with minimal pressure and without squeaking even in rainy weather.
(2) Front brake: Double-pivot aluminum caliper brake that provides powerful braking power with light pressure.
A brake mechanism that completely stops the bicycle with minimal pressure. High-class aluminum has been used for these girls' bicycles; a first for Bridgestone.
(3) Durable, light-weight aluminum frame.
(4) An easy-to-operate cylinder cycle lock with a safety mechanism.
(5) A road-type dynamo remote-control lever that can be operated from the handlebars.
(Only available on model code WB4T2: Fitted with the White Flash Rim II Tentomushi lamp that uses bright white LEDs.)
(6) Directly-attached saddle that enables easy mounting even for small children (durable and fitted with a protector.)
(7) Light-weight, easy-to-ride aluminum rims.
* Fitted with the BAA (Bicycle Association Authorization) Mark
This model conforms to the BAA (bicycle safety standards) enacted by the Bicycle Association.
The new BAA standards enacted in 2008 require that no parts contain toxic substances that can have adverse effects on the global environment.