FEATURE PLUSH TOYS
The cuddle
factor
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Soft toys are able to offer that important cuddle factor at story time, bedtime and when life feels a little hard
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A
t the beginning of the year, NPD stated that the Plush Toys sector had grown by 9%. We caught up with some suppliers to find out how the market is performing now, and what we can expect from it in the near future… Anthony Temple, managing director of Rainbow Designs, says: “Traditionally, the plush sector has always been a strong and stable category in the toy sector and the past two years have only proved to cement this. However, with the overall increases in the cost of living, consumers are likely to be more cautious with their spend, and nonessential retail is potentially likely to feel this the most. Although Christmas is on the horizon, and the plush sector is fairly resilient, as babies and children don’t just want toys, they need them. Children can develop strong bonds with plush toys that can help them feel safe and secure as they navigate childhood, they are part of their sensory development and education. Unlike
Anthony Temple, Rainbow Designs
Plush toys are an evergreen category that never seems to go out of fashion. TnP talks to suppliers and retailers to find out how the sector is faring…
other sectors of the toy industry, soft toys are able to offer that important cuddle factor at story time, bedtime and just when life feels a little hard.” Over at Posh Paws, group brand & marketing director Lauren Shipman is equally positive: “The plush market has been one that has seen growth as seen on NPD data, and we can confirm this with strong sales for our licensed soft toys including Jurassic World, Sesame Street, and BBC Earth, which have been great for younger kids, and our Swizzels Love Hearts gifting ranges have been one of our strongest performing, with older audiences from teens to adults. “While online sales are a significant part of our business, plush is a very tactile product and we are seeing an increase in sales post-pandemic, which is largely down to more consumers visiting the bricks-and-mortar stores and being able to touch and feel our products, which is an important part of the purchasing decision and converting the sale.’’ So are there any key trends emerging in the sector? For Posh Paws it’s about licensed toys inspired by screen stars, explains Lauren Shipman: “NPD has just announced that it is predicting
2022 as the ‘year of the movie licensed toy’ and we are seeing this already. But it’s not just movies that are driving product sales, our Gabby’s Dollhouse soft toys that launch in September have had a fantastic response from retailers and with the show a favourite for kids and families on Netflix, we’re confident our soft toys will be must-haves.’’ Over at Rainbow Designs, Anthony Temple says: “Over the past few years in particular, we have seen wellestablished, much-loved brands such as Paddington Bear, Peter Rabbit and Winnie the Pooh perform exceptionally well against brand ranges that are in their infancy. However, investment in the care, innovation and evolution of our toy ranges with such brand heritage is important to ensure that our collections are kept fresh and on trend. Consumers today are looking for something that is contemporary but will stand the test of time, that is safe and will support their child’s development, and of course, something that will not be harmful to the environment.” Talking of which, how important is sustainability in the plush toys sector? Sambro has a range of plush toys made with 100% recycled filling – including the latest Disney feature plush range. The filling used in each toy is made from
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