ORLANDO, FL--(MARKET WIRE)--Sep 19, 2008 -- As part of the new directives under the newly appointed management, APII (APII - News), a brand driven consumer products company, has quickly accomplished key initiatives to regain market strength. The launch of a new corporate website www.APII.com opens up communication channels with consumers, buyers and the financial community while highlighting the leading brands and core capabilities that has made Action Products International Incorporated a product leader in the educational, craft and non-violent toy segment.

As part of the new market strategy, which is in full process, the management team has pinpointed undervalued assets within its current structure, started ActMed+(TM), a new subsidiary company within the growing home health and wellness industry (www.ActMedProducts.com), reduced expenses, realigned sales, initiated direct to consumer marketing and building mass and international markets.

After 3 weeks in the post, CEO Neil Swartz is pleased with the immediate and dedicated response of the APII employees and turnaround of the company. "I am very excited about the potential of the company and proud of the dedication of our staff. We quickly learned that we have great people here to support our great award winning brands. The key to our profitability will be a quick, smooth turnaround with strong execution from all levels of the company. This is only the early stages of the turnaround plans for APII and we will begin sharing several additional developments with the investment community within the coming weeks with the help of our new website and other new communication tools," Mr. Swartz commented. APII has also begun to buy back some of its stock believing that it is currently undervalued while also assessing legal remedies to 'short selling' in the stock.

About Action Products International, Inc.

Action Products International, Inc. is a global manufacturer and distributor of brand-focused educational toys and crafts. Headquartered in Orlando, Florida, the Company's product line includes action figures, play-sets, activity kits and premium wooden toys that emphasize educational fun within the themes of arts and crafts, nature and science. Action Toy Company's products are distributed to and sold by more than two thousand retail stores worldwide. For more information about the Action Toy Company, please visit our website at www.apii.com.

     Contact:
     ACTION PRODUCTS
     Neil Swartz
     CEO
     Email: NSwartz@APII.com
     Phone: 1.407.481.8007