In June 2000, the wildly popular, folding aluminum Razor® kick scooter launched the Razor brand and became a mainstay among American neighborhoods and skate parks. Razor saturated sidewalks everywhere – both urban and suburban – selling more than five million kick scooters in the first six months. Since then, the original Razor kick scooter has become synonymous with childhood, and Razor continues to sell millions worldwide each year. But they didn’t stop there – their technology and innovation is constantly evolving to meet the demands of today’s savvy consumers.

Razor is a brand that consistently surprises consumers with outdoor youth lifestyle products, beating the toy-fad odds to become a phenomenon. In fact, in the US a recent study proved that the Razor brand has 92% awareness. In 2013 Razor was the ninth best selling brand according to NPD toy data. With consistent trend-spotting and a flair for reinvention, the company expanded their product line into new categories beyond kick scooters. In 2003, they pioneered a new category of electric scooters and ride-ons for the pre-teen set. The latest and greatest in this run of innovation being the Crazy Cart, named 2014 Outdoor Toy of the Year. This line of Razor electric scooters and ride-ons, which continues to dominate the market it created, combines the latest technology and affordability for kids, teens and adults who love the feeling of speed and freedom.

Razor is a trusted brand, known for using only the highest quality materials, design integrity and safety advocacy. Razor products have garnered numerous awards, including Toy Industry Association’s “Toy of the Year,” toy awards from iParenting Media, National Parenting Center and Oppenheim Toy Portfolio, along with “Toy of the Year” praises from TIME Magazine, Newsweek, Parents, Parenting, Sports Illustrated for Kids, Nick Jr., Popular Science, U.S. News & World Report, among others.

Razor did not specifically set out to revolutionize the youth sports market…but it did. Razor created a phenomenon, not a fad.

Brand Values

The Razor phenomenon is not just about scooters. It is about youth lifestyle that embraces values such as:

  • Beautiful design
  • Premium quality
  • Superior technology
  • Innovation


Brand Attributes

The Razor brand caters to this by offering products that are:

  • Youthful
  • Extreme
  • Cutting edge
  • Surprising
  • Trend-setting


Brand Positioning

In short, Razor is the brand that surprises people with beautifully designed, innovative youth lifestyle products.