Heelys has revealed plans for its first ever non-wheeled shoe collection, opting for a game controller in its place.

The company's Gamer range, which features a simulated controller on the outsole of the shoe, was sampled at the World Series of Video Games during July.

"We're continually looking for new ways to introduce product that addresses the interests of our target consumer," said Heelys vice president of design and development Bob Byrne.

"In considering the recent surge in video and online gaming paired with statistics showing 95% of heelers play video games, we knew the Gamer line was a natural."

According to a study published by the National Institute on Media & Family, 79% of US children play video games on a regular basis.

The Heelys Gamer line features two styles, called Gamer Slip On and Gamer Lace, in six colour combinations. The shoes will debut next month at a suggested retail price of US$45.