Vivid readies for launch of new soft plush collectables Shimmeez

Vivid is preparing for the July launch of its range of soft plush collectable characters, Shimmeez.

Each character in the collection is covered in reversible sequins enabling kids to create unique, colourful patterns.

Hitting the shelves in July, the stage is set for Shimmeez to shine and Vivid has ‘robust plans in place to maximise and maintain high brand awareness from launch and beyond.’

Tapping into the current sequin trend being seen across lifestyle and fashion products, Shimmeez’s key USP lies in the reversible sequin covering of each character. The range consists of three SKUs; clip ons, medium and large with multiple characters for kids to collect across each series and with price points from £6 to £20.

Vivid’s 360 degree marketing plan covers TV and digital as well as work with YouTubers and micro influencers alongside of strong PR initiatives. The brand has already been backed strongly by retailers across the UK.

“Sequins are everywhere and Shimmeez brings sequins to the toy market in a very unique and exciting push,” said Cathy Prowde, brand manager at Vivid.

“It’s a fantastic product and we have had a really positive response to the range and we are sure that it will add a bit of sparkle to the industry.”

About Robert Hutchins

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

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