Kiddinx, the licensor of the Sorgenfresser plush, is confident that the brand will soon rank in the top 20 international children’s brands in Europe.
Thomas Puchert, sales director, licensing at Kiddinx Media, told ToyNews that retailers seem to be convinced of the huge potential of the property, which is being handled in the UK by Coiledspring Games.
After just 18 months on sale in its native Germany, Sorgenfresser (which means Worry Eater) is the number one licensed plush in the territory, ahead of the likes of Hello Kitty, Furby and Angry Birds.
As well as the UK, successful launches have also taken place in France, The Netherlands, Scandinavia, Spain and Italy this year.
And the critics have also been won over, with the brand picking up a raft of industry and consumer accolades. The Worry Eaters have been nominated for the 2013 LIMA Awards in Germany, scooped Silver on the Loved by Parents Awards in the UK and, most recently, took Gold in the Independent Toy Awards Soft Toy category. The Sorgenfresser family currently consists of 14 members, with four new characters launching this autumn and a range of novelties planned for release next year.
“We are positive we will reach over one million units by the end of this year,” said Jochen Kurzke, head of export at Schmidt Spiele, which makes the toys. “Germany currently takes roughly 80 per cent of those sales. We knew we had an exciting product and it was clear at the beginning that both parents and children understood the concept. However, it is fair to say that sales have exceeded our expectations.”
Kiddinx will also be appearing at Brand Licensing Europe this month. “We are interested to speak to suitable licence partners to grow the products available to fans in the UK, Germany and Europe,” explained Puchert