The soft spot

The plush market continues to impress. The category was the best performing for 2022, according to NPD (now Circana) figures published at the start of 2023, with a year-on-year increase of 29%. And according to market analysts Statista, the market is expected to grow annually by 4.16% up to 2028.

Do our suppliers agree that the plush sector looks like it has a rosy future? The answer is a resounding yes, as Patrick Downs, head of design at Keel Toys, points out: ‘’In our experience the plush sector is continuing to go from strength to strength even in these tough trading times,‘’ he says. ‘’Our strength in the market is very much based on our core company values, having innovative, well-designed product ranges, competitively priced with a sustainable message delivered with first-class customer service.

‘’The best example of this is our market-leading Keeleco range, a range of beautiful soft toys made completely from 100% recycled materials. In just the three years

Ask the retailer

What sells well?

I do very well with Rainbow Designs’ Peter Rabbit rattles and comforters. The Coronation also brought in good sales of Paddington from their range. I think thery sell well because their characters are very traditional, reminding the purchaser of reading the books as a child, or to their own children.

Is there anything you would like to source in that sector that you haven’t been able to find?

There is another stockist of Jellycat in the town, so I am always looking for a good, affordable range (with a low minimum order), which takes the same risks with unusual pieces. Perhaps a stockist may see this and contact me!

Sally Wilde, Planet Sal, Honiton, Devon after launching Keeleco we have recycled more than 100 million water bottles in the manufacture of the range, and over 70% of the entire Keel Toys collection is now made from 100% recycled materials.’’

The news is just as heartening over at Jazwares, Heather Corbett, head of brand & marketing - Squishmallows & Plush, Europe, tells us: ‘‘The plush category is extremely buoyant; top performing in the toy sector, with Squishmallows leading the way. In 2022 Squishmallows became the best-selling toy in the UK, US and Canada - winning an unprecedented eight Toy of The Year Awards from the US Toy Association and the UK Toy Industry Award for Toy of the Year 2022! And Jazwares is launching more innovation over the coming months, introducing more collectable plush brands, boosting the category with huge growth potential.’’

There’s no doubt that the plush sector has benefited from the rise in collectability, and its strategy of targeting different age groups. So what trends can we see coming this way in order to bolster its current success?

According to Heather Corbett, plush has become more than just a soft toy: ‘’Plush is part of a growing lifestyle trend with fans who lean into plush as a unique way to express who they are and build solidarity among friendship groups. Plush are more than toys; they are now life companions.

‘’Trend plush is a huge priority for Jazwares within the category. We continue to tap into hot trends to grow our portfolio in meaningful ways we know consumers will love. A great example is the upcoming launch of BumBumz which brings trendy, soft, super-sensory plush and cute characters together in a plush that’s perfect for all ages. BumBumz has already gathered fans among ITV’s This Morning team when featured following London Toy Fair.

‘’Looking at social trends, we are also bringing all things fruit and vegetable into plush with the new Living on the Veg line.’’

This is a trend echoed at Keel Toys, along with a continued focus on sustainability, says Patrick Downs: ‘’Trends to look out for in the Plush arena throughout the later part of 2023 and into 2024 are certainly the continued use of 100% recycled materials, also more unusual quirky collectable plush such as food and plants. Keel Toys will be presenting more than 100 new lines at Autumn Fair , which will certainly be setting the trends going forward.’’

It appears that there is plenty of incentive to increase the plush offering on shelves. So if retailers only had space for one product or range, what would our suppliers recommend?

‘’If retailers had space for only one Keel Toys product range I would recommend the Keeleco Mini Adoptable World collection. This range is 100% recycled and the very first fashion eco soft toy!,’’ says Patrick Downs.

‘’The Mini Adoptable World collection is a range of 24 cute and collectable characters complete with an eye-catching tiered floor standing display unit. This will be a musthave product through the later part of the year and beyond.’’

Heather Corbett says Squishmallows is the top choice: ‘’A global lifestyle phenomenon, Squishmallows has emerged beyond the toy aisle into an industryleading lifestyle franchise. Now sold in more than 55 countries, Squishmallows’ vast audience and multi-generational appeal have fuelled a milestone of over 200+ million plush sold globally YTD.’’

She adds that its presence on social media has been a key driver: ‘’Squishmallows content has officially squished through the roof, generating over 11 billion impressions on TikTok.’’ Fans can look forward to new Harry Potter Squishmallows and the limited edition D100 range featuring classic Disney characters in a unique silver style.