14 minute read
Plush Toys - a round-up of what’s new and trending
The cuddle factor
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…
At 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 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.’’
“Soft toys
when life feels a little hard“ Anthony Temple, Rainbow Designs
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
100% recycled post-consumer plastic, coming mostly from plastic bottles. It is also reviewing its packaging and is working with a packaging specialist to identify how it can reduce the use of plastics and increase the use of sustainable materials.
Paul Blackaby, Sambro “CEO, says: “Managing the products we create and the impact they have on Managing the products the environment is a key we create consideration for all of us and the at Sambro. Sustainability is impact they important to us, our licensors, and our customers, which is why we’ve ensured our have on the environment range of plush toys are as is a key eco-friendly as possible. As consideration a business we are driving forward our ESG strategy, with commitments to reduce carbon footprints “ for all of us at Sambro Paul Blackaby, and improve practices and Sambro CEO operations across all areas of our business.”
It’s a key factor at Rainbow Designs, too: “Sustainability has always been very important to our business and continues to be,’’ says Anthony Temple. “And, sustainability is definitely something that consumers, and therefore retailers, are looking for from brands and products they spend their money on. We have produced soft toys using recycled plastic bottles for a long time now, and we are making big changes to reduce the amount of singleuse plastic used to pack our toys. Earlier this year we launched our Classic Pooh Always and Forever collection, an adorable selection of luxury soft toys and plush nursery gifts that has been designed and created with FSC and reusable packaging, stuffing made from recycled plastic bottles and recycled plush fabric.”
It’s a vital part of Posh Paws’ business plan too, says Lauren Shipman: “The stuffing in all of our products - both licensed and nonlicensed - uses 100% recycled postconsumer plastic, in addition to the majority of our products using completely sustainable cardboard hang-tags. This month we are excited to be launching our ownbrand collection of Eco Earth animal soft toys collection that are 100% eco-friendly from head to paw.’’
Ask the retailer...
We asked Paul Wohl, owner of Argosy Toys in Westcliff-on-Sea, Essex…
What plush toys brands do you stock and what sells well?
We do very well with Ty - and the people at Ty are fantastic at making sure we have the right stuff at the right time. Our Ty rep must be one of the hardest working reps around. We also do very well with Squishmallows from Jazwares. We have a 20ft x10ft display of Jellycat in the shop. Even on a quiet day in the shop we sell so many Jellycats online that we can say that was a good day. Jellycat sells really well to teenagers, young adults, children, adults - and it’s a really good company to deal with as they don’t generally supply major retailers.
Is there anything you would like to stock but can’t find a supplier for?
I’d like to do more traditional bears - we get a few from Steiff. I’d love to stock Charlie Bears - but they seem exclusive with their accounts, which is fair enough.
Playtime andCuddles!
Guess How Much I Love You Wooden Balancing Toy Adorable Plush and Wooden Character Toys
Guess How Much I Love You Large Nutbrown Hare
Very Hungry Caterpillar Large Plush Spot Small mall Soft ToyToy
Very Hungry Caterpillar Shape Puzzle
Spot Wooden BlocksSpotWooden Blocks My First Peter Rabbit™ and Flopsy Bunny™ Peter Rabbit Wooden Pull Along
inspiring kids’ imaginations for 50 years
Cuddly new friends
RAINBOW DESIGNS
01329 227300 www.rainbowdesigns.co.uk
Rainbow Designs has been inspiring kids for over 50 years, developing and creating high-quality, joyful forever soft toys for some of the most loved story book characters such as Peter Rabbit, Paddington Bear and Disney’s Winnie the Pooh. New to Rainbow Designs’ award-winning Classic Pooh Hundred Acre Wood collection, and joining the best-selling Cuddly Winnie the Pooh soft toy, are the super cuddly 25cm versions of Pooh’s best friends, Piglet, Eeyore and Tigger. These new super soft and cuddly Eeyore, Piglet and Tigger, inspired by A.A Milne’s wonderful stories, Tales from Hundred Acre Wood, makes the perfect playtime, story time and bedtime, companions for any little fan of Winnie the Pooh and his friends. Exciting, fun new additions to Rainbow’s ever-popular Peter Rabbit range this summer are the Playtime Peter Rabbit and Flopsy soft toys. Beatrix Potter’s Peter Rabbit and Flopsy Bunny are two of the most-loved children’s book characters, and these super soft toys, that are available in both 16cm and 24cm and suitable from birth, make wonderful playtime friends for inquisitive little ones. Two new stylish friends have joined Peter Rabbit and Flopsy Bunny in the exquisite Signature Collection. The luxury soft toys of the dapper Mr Todd and Jeremy Fisher make the perfect keepsake gifts for any young fan of the Beatrix Potter tales, creating life-long cuddly friends for little ones, and allowing parents and gift-givers to share happy memories and traditional values from their own childhood. It’s also time for play and discovery with David McKee’s colourful little patchwork elephant, Elmer. The vibrant Elmer Unfold and Discover Activity Toy is a new plush developmental toy to help encourage and explore the bond between baby and parent through play. The fun-packed Activity Toy features multiple textures, crinkles and activities and includes a baby-safe mirror, teether and high contrast colours for early visual stimulation, encouraging sensory play and helping to develop baby’s early motor skills. The Elmer Activity Fact! Toy joins a range of Unfold and The vibrant Elmer Unfold Discover toys in and Discover Activity Toy is the Peter Rabbit, a new plush developmental Paddington Bear, toy featuring multiple Disney’s Winnie the textures, crinkles and Pooh, Guess How activities It includes a Much I Love baby-safe mirror, teether You and The and high-contrast colours Very Hungry for early visual stimulation, Caterpillar encouraging sensory play and helping to develop baby’s early motor skills
Designer plushies
SPIN MASTER
01628 535000 www.spinmaster.com/en-GB
This season there is a great selection of plush toys on offer from Spin Master Toys, with stylish options from P.Lushes and preschool favourites, Gund.
The perfect choice for little style icons, P.Lushes Pets are a great pocket money option for children aged fiveplus. These designer plushies from all around the world love to look their best. The stylish squad of fabulous fashionistas serve chic with a sprinkle of attitude and a whole lot of glitter. Luxe, premium fabric and a sparkling collar enhance their fashion-inspired looks. Collect them all, including the Limited Edition and Special Edition rare plush.
For preschoolers, Spin Master offers an adorable selection of soft toys from 124 year-old plush company, Gund. Guaranteed to deliver unparalleled huggability, smiles and a plush friend for life, Gund toys are perfect for new parents and their little ones.
Little ones looking for cuddles will love Gund’s Kissy The Penguin. Packed with cute features including interactive song and game modes that teach children how to blow kisses. This animated plush is made from a soft, huggable material and is a firm favourite with customers due to its beautiful styling.
Guess what…
A kind of Animagic
VIVID GOLIATH
01483 449944 vividtoysandgames.co.uk
Vivid Goliath’s longstanding interactive plush brand Animagic continues to perform well and gives children the opportunity to experience all the love and fun of a pet without the mess. Waggles My Wigglin’ Walkin’ Pup is moving into its successful fourth year following a sellout year in 2021 and there’s no signs of it slowing down this year. Just like a real sausage dog, he wiggles his bum and waggles his tail with cute barking sound effects.
Animagic will add a new dimension to the range, stepping outside of plush with a palm pet. Let’s Go Gecko is a hurrying, scurrying, palmsized best friend that offers endless character, sounds, and lights. Full of personality, he is a curious creature - a little shy to start with but very keen to learn. Play with your Gecko and his series of sensors see him really start to come alive and show you more. His LED eyes express a number of emotions and there are more than 50 sounds inside to discover. Enjoy its ability to walk over your palm, up your arm or run freestyle on the floor. The Let’s Go Gecko will be launched with a 360 marketing plan with an impossibly cute TVC showing off the Gecko’s array of features, influencer activity
Did you know? New this year is the palmsized, hurrying, scurrying Let’s Go Gecko, with LED and content-driven PR activity highlighting the eyes and more similarities between real-life geckos and our than 50 sounds palm-sized friend. to discover Sustainability is at the forefront for Recyclings, an S/S22 launch to the collectables sector, which sees a range that is made from 70% recycled plastic, stopping five bottle caps going into landfill for each lovable little cutie character made. Series 2 sees allnew characters to collect, with everything from Hotdogs to Handbags, and also introduces some eco-friendly plush items into the range. Resoftables are the new soft ‘n’ cuddly pals made from plastic bottles. Resoftables are made from 100% recycled plastic. Each Resoftable is made from an average of three plastic bottles saving them from landfill; these are the super soft plush with none of the guilt. Their labels are recycled and recyclable too. There are six adorable characters to collect, with everything from Pandas to Unicorns.
So many soft toy pals
BASIC FUN!
0118 925 3270. | Tim.Ives@basicfun.com Lynne.Swatton-Reed@basicfun.com
Did you Basic Fun! has the plush toy category covered, with iconic lines from the know? world of Care Bears, as well as fun, collectable soft toy pals. Care Bears are 40 years
With Care Bears celebrating its 40th year, Basic Fun! is launching old this year. A new a special edition 40th anniversary bear. Care-a-Lot was the first version of Care-a-Lot, bear to exist in Care-a-Lot, so is the perfect bear to celebrate this the very first Care Bear, special occasion, and will include an authenticity certificate. Exclusive is being released to mark celebration digital content will also be available. the occasion
This new bear complements the new 35cm Care Bears that are also launching this Summer: Superstar Bear, True Heart Bear and Daydream Bear. This follows a successful Spring launch of the new Dress Up Beanies, 22cm bean-filled bears adorned with springtime accents. Also new was Dream Bright, who encourages all to follow their dreams; she has beautiful ombre style fur. Plus don’t miss I Care Bear, who is made entirely from recyclable materials.
Now in its ninth selling season, Cutetitos has become an evergreen seller, thanks to regular refreshes and new collectable themes. Fresh for spring is a fresh wave of Carnivalitos, the candy floss-scented animals that wrap up the delights of the carnival. Plus, there are two new waves of Unicornitos to discover, and say aloha to - the all-new for AW/22 Islanditos, the tutti fruity furry scented friends that smell deliciously tropical.
From evergreen and iconic brands to new IP: Misfittens. This hilarious, surprise reveal range of misfitting kittens is based on the internet sensation #IfitsIsits. Misfittens come squished inside an assortment of cat pun, meme-ishly themed packs. Rescue the Misfittens, they need your help to get them MEOWT! Supported with a multifaceted campaign and eye-catching point of sale.
