Two classic children's toys are being given a "faith lift" as Send The Light Distribution unveils special editions of the longtime favorites for the Christian market.

The Elizabethton, Tennessee-based distributor has announced exclusive partnerships for spiritually themed versions of Etch A Sketch and Toss Across.

Developed with Etch A Sketch originators Ohio Art Company, the Joseph, David & Goliath Etch A Sketch Jr. will be available in the fall. The drawing toy's traditional red unit is replaced with a screen border featuring colorful images of the familiar Bible stories. It will retail for $19.99.

Created with Cardinal Industries, the new VeggieTales Toss Across is one of several licenses with the well-known toy company for the popular Christian children's characters. Available from STL, the set retails for $24.99.

"We're delighted to be able to bring these much-loved toys to the Christian market in a unique way," said STL's Director of New Market Development Michael Turner. "Parents who remember playing with them when they were young and who now want to instill spiritual values in their children will welcome being able to share a memory and experience with these special faith elements."

With more than 100 million Etch A Sketches sold since the toy debuted in 1960, the Bible-themed edition follows recent Ohio Art Company licenses with Disney. Cardinal Industries' new VeggieTales line also includes a seven-scene wooden puzzle set, a giant floor puzzle, a puzzle lunch box and a memory game.

The new items will be available for retailers to try out at STL Distribution's booth at the International Christian Retail Show in Orlando this July. Both Christian-market brands are the result of collaboration with the two companies, and consultation with some chain and independent Christian retail stores. STL Distribution is the sole distributor for all channels.

The two toy companies have welcomed the STL partnership.

"Etch A Sketch has been a tried and true staple in children's toy boxes for over 55 years," said Ohio Art Company President Martin Killgallon. "We are incredibly excited to be working closely with CBA and Send The Light Distribution to develop an exclusive line of products that continue to help children positively develop through play that lasts a lifetime."

Justin Berger, sales manager at Cardinal Industries, said, "As a new vendor to Send the Light Distribution, we are extremely excited to see the potential of our partnership. Veggie Tales has proven to be an evergreen property in a fast-changing marketplace. Combining its imagery with fun and exciting game-play should prove to be a home run for all involved."

The Etch A Sketch and VeggieTales licenses are part of STL Distribution's ongoing efforts to develop new opportunities for the Christian market.

"We are actively exploring more opportunities to match some well established children's products with the faith-based market, where many parents have a high concern to find good educational and developmental resources," said Turner. "It's a natural fit."

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