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PETER BROWN, Chief Executive of Flair Leisure Products Plc),
TONY BUZAN (Inventor of Mind Mapping) and
DOMINIC O’BRIEN (8 times World Memory Champion) are
available for interview in London or down-the-line on TUESDAY 4TH JULY

PETER BROWN is vVery well known in the Toy industry – over the past 20 years he has headed up many top companies. He set up Flair 7 years ago and has built it to a £18M turnover in that time. He is now extending Flair's product roster into Consumer Leisure and the launch of the Brain Trainer (a hand-held ‘mini-gymnasium’ to increase mental agility and memory) is the first line to be launched by Flair’s new Leisure Products division.

As well as putting him forward for interview Tuesday, we can set up interviews to suit you later in the week. Peter is media trained.

For appearance Tuesday 4th July, or any time thereafter

New research from YouGov released this week for the new
BRAIN TRAINER from Flair Leisure Products shows the UK
is an absent-minded nation – forgetting anything from
today’s date to where we parked our car

In an online survey of over 2,450 men and women around the country, we ’fessed up to being a nation of lightweights when it comes to recalling the essentials of life.

Be honest – how many times a day to you utter the phrase: “Now, where are my glasses?”. If it’s even once, you can count yourself among the 73% of the UK population who routinely forget where they left spectacles, keys and the TV remote control, according to a new survey carried out by YouGov for BRAIN TRAINER, the pocket-sized ‘mental gymnasium’ (SRP £29.99) launched in the UK today.

Around half of us (47%) can’t even remember what day it is, and if it’s a special day like a family birthday, 30% of us will be completely oblivious. 10% will forget that it’s their wedding anniversary, but if they’ve mislaid their glasses, they probably couldn’t see to write a card anyway!

Nearly half of us (48%) forget to post important letters or bills on time. Around a third (35%) fail to remember work information or deadlines, which can have dire consequences - since 7% of the forgetters have had trouble at work or been fired as a result.

16% of people often forget a route they have travelled several times before. And at one time or another, 34% have forgotten where they parked the car.

Some statistics in the research reflect generally held assumptions – for example, that more men (13%) than women (8%) forget anniversaries or birthdays (37% for men to 24% for women). Men (41%) are more likely than women (30%) to need reminding about work information or deadlines. However, women are more forgetful about the factors that require spatial or time awareness – such as the ‘where’s my car?’ parking dilemma the car or remembering to post that important letter.

"It must be my age, dear!"
It’s easy to characterise people as ‘a bit dippy’ and put their forgetfulness down to age or gender. Surprisingly, the research doesn’t always bear this out.

One real assumption-buster is that by the time you get to 50, your memory is likely to be significantly worse than a young adult’s. It seems that people in the so-called ‘prime of life’ can be a little hazy, too. In the majority of the top-scoring categories in the survey, the 18-29 age group came out as the most forgetful, with the highest ratings.

A whopping 77% of 18-29s forget where they left glasses, keys or the TV remote (compared with 74% for the over-50s); 56% forget to post important letters (only 38% for the 50+ group); 49% forget work deadlines (24% among the over 50s) and staggering 65% sometimes forget the date. On this score alone, the over 50s can rejoice since a paltry 37% forget what day it is.

However, this should be balanced against the finding that 61% of over-50s feel their memory has depreciated with age, compared to only 35% of 18-29s.

It seems that for many, forgetfulness has unwelcome consequences. Loss of time (47%) is the most frequently reported factor, as we search for lost keys, cars and route maps. Some may suffer financially – 13% have lost money because of forgetting something. Others (9%) have mislaid possessions, or found themselves in the middle of a family rift (3%) because of their absent-mindedness. Sadly, 1% report that their forgetfulness led to a break up with their partner.

Unfortunate consequences can lead to negative feelings. The majority of people (54%) are frustrated at their inability to remember, while nearly a third (30%) are embarrassed and a quarter are angry with themselves. At its worst, forgetfulness can give rise to concerns for their sanity (10%), depression (7%) or worries about the future (7%).

Salvation is at hand…

The science behind the Brain Trainer is compelling... it was developed by top Japanese researchers, led by the internationally acclaimed neuroscientist Dr Ryuta Kawashima – and is already enormously successful in Japan, with many hundreds of thousands of units sold to date. The team’s studies centred on what happens in the frontal cortex of the brain – the part especially associated with memory – when it performs simple arithmetical activities. The results show irrefutably that this part of the brain is stimulated by performing these tasks regularly.

Says the worthy Doctor: “Simple mathematical calculations and saying answers out loud efficiently activates the human brain, particularly the prefrontal cortex which governs the most essential living functions for humans, such as cognition, emotion and memory, and enables the maintenance and improvement of the brain functions.”

Peter Brown, Chief Executive of Flair Leisure Products Plc spotted the Brain Trainer on a business trip to Japan last year - brain training is already hugely remunerative business over there - had it thoroughly adapted for the UK market, and now has great expectations following a highly successful trade launch this Spring.

“The Brain Trainer is a tool anyone can use daily to replicate Dr Ryuta Kawashima’s exercises (Dr Kawashima is Japan’s leading neuroscientist, and an acknowledged worldwide authority in brain training) which proved so effective in their research into maintaining and improving mental agility.

There is no age or gender barrier to using the Brain Trainer – it is equally effective for men and women, parents and grandparents. It also has the potential to sharpen young minds, ready for exams or to develop logic, numerical and memory skills.

“It appealed to me, being distinctly vintage. I am fortunate to work with a lot of young bright people and when I saw the product in extensive use in Japan I thought maybe it would help me keep up with them… on the basis that anything that will improve our brainpower function has to be good.

“Everyone is aware of the importance of keeping their body fit, but what do they do for the brain? Last year, the enormous popularity of Sudoku was evidence of people wanting (and enjoying) mental activities. Now Flair has developed something totally unique to the UK market - the first ever ‘stand-alone’ hand-held gym for the brain.

“You don’t need a PC or games console to run it. The Brain Trainer is the first of a new genre devoted to training, exercising and stimulating the brain – and it is destined to lead the field.”

Opinions on the Brain Trainer… from Masters of Memory

In the face of all the evidence that a dodgy memory can be inconvenient, costly or emotionally distressing, few people take any steps to improve the situation. According to the YouGov research, a sanguine 24% of us are not all bothered by their forgetfulness. Over 70% of over-50s have never used any means of stimulating their brains. This figure rises to 82% for the 30-50 age group and 83% for the 18-29s.

Dominic O’Brien, eight times World Memory Champion, believes they are missing a vital opportunity to help themselves and improve the long-term health of their brain. “Absent-mindedness is something we can all rule out of our lives, with a little effort” he says. “Keeping your brain fit is really important in ensuring memory stays sharp well into old age.”

And he should know. To qualify as a World Memory Champion, Dominic had to recall a 1,780-digit number and 20 decks of cards – among other feats. Whilst that kind of gargantuan memory is not wholly necessary for most people, everyone can take a leaf from his book and exercise their grey cells daily.

He adds: “Over the past couple of decades we have been buying those fitness videos - when we use them, we find we feel better. We look younger, we feel great. Now we are starting to realise it is the thing between our ears - our brains – that we also need to work on. If you were to work just 5-10 minutes a day with the Brain Trainer, within a week you would start to notice you have become more mentally agile. Your powers of concentration have increased, you retain more information, you are generally more switched on.”

Tony Buzan, inventor of Mind Mapping and hailed by the New York Times as the ‘Biggest Name in Memory’ is also impressed with the new Brain Trainer:

“The Brain Trainer is designed to be a ‘mini gymnasium’ for your mind. In a minimum of just three minutes a day of quick little calculations you can put your brain into your gymnasium for a quick workout which refreshes it, and alerts and improves all its functional skills. It improves memory, accuracy, speed and creativity. It actually gets more blood circulating in that area of the brain which keeps it fresh and strong.

“This little machine is designed specifically to help you train your brain - which we know can be done. If you use it throughout your life, all your relevant skills will not only maintain… they will improve, simply by training your brain. The Brain Trainer helps you do precisely that. It’s really fun. You will enjoy your daily workout - and you will undoubtedly benefit from it.”

Watch your brain power GROW…
The unique new BRAIN TRAINER from Flair Leisure Products plc (SRP £29.99) is designed to promote mental agility and a stable memory – whatever your age. Consider it a personal trainer for the mind, keeping your brain at peak levels of fitness.

This hand-held, pocket or handbag sized device looks and functions rather like a calculator, with large LCD screenand sensibly sized buttons. Used daily, it firstly challenges you to solve a series of seemingly simple addition, subtraction and multiplication sums – the answer to which is never more than 20 – as fast as you can. This is followed by counting as fast as you can, adding random numbers in sequence, then memorising and recalling numbers from the 30 displayed on the screen. Once completed, the results are logged so you can chart your performance… so the more time you spend on your Brain Trainer, the more capable you become.

- e n d s - FLA607X/2006

The all-new BRAIN TRAINER from Flair Leisure Products Plc is available this Summer, at the very reasonable suggested retail price of £29.99.

It is to be found in numerous national and independent outlets, or call
0845 456 1775 for stockists near you.

For more information, or to order online,

This product is not a game: it is a uniquely developed, serious ‘mental gymnasium’ – a stand-alone unit (no hardware required) which you can take with you, any time, anywhere.

 For a review copy or more information on
Flair Leisure Products’ fantastic new Brain Trainer

 To interview Dominic O’Brien or Tony Buzan on Tuesday 4th July – or Flair’s Chief Executive Peter Brown on Tuesday or at a time to suit

 Or for high res. pics of the product or packaging
(we will send these electronically)

Please contact RAY HODGES at HPS-PR on
01628 894793 Email:

or KATHY LEONARD 01628 894794

featuring Flair Leisure Products’ all-new
to appear any time from now till Christmas 2006

Please call: KATHY LEONARD on 01628 894794
or email her:

This press release was distributed by ResponseSource Press Release Wire on behalf of HPS Group in the following categories: Business & Finance, for more information visit