Bandai’s Smooshy Mushy squishes into retail

Bandai’s latest collectables line Smooshy Mushy are proving a runaway success with high demand from consumers smashing retail sales figures in its opening month.

Now the team is looking ahead with a Wave 2 launching end March and Wave 3 end June. Added to this is the rollout of a licensing programme that will encompass the core characters of the brand and their quirky personalities. 

"We are delighted with the first few weeks of sales for Smooshy Mushy, and although we thought we would have a winning brand on our hands, the numbers that are coming through are beyond all our expectations," said Nic Aldridge, general manager of Bandai UK.

"Adding to the excitement is the development that is coming though, with each wave bringing with it new themes and even more reason to collect."   

“It is without doubt that slow-rising toys are a key trend for the year but with Smooshy Mushy we have the added collectability and an unboxing surprise for the YouTube generation that will give the brand longevity," continued Aldridge. 

"At Toy Fair we gave retailers a snapshot of what’s on the horizon with a boy’s variant and even Smooshy Mushy playsets which will bring a play and display aspect to the collecting. It’s fair to say the response to this was unanimously positive.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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