Aurora World secures major WHSmiths deal for YooHoo plush lines

Aurora World has secured a major new partnership with the UK retail group WHSmith to bring an expanded cast of YooHoo plush characters to stores across the UK.

Characters featured in this new line will be recognised from their starring new roles in the 3D Netflix Original series YooHoo to the Rescue.

The launch began on April 15th with the arrival in 200 WHSmith high street stores across the UK of specially designed clip strips containing YooHoo keychains. The formal YooHoo plush launch of 14 five-inch plush characters will take place on May 5th this year, also in 200 high street stores.

It will be supported by special YooHoo CDUs along with advertising in-store throughout May.

In addition, the WHSmith stores in Exeter, White City, Brighton, Bromley and Kingston upon Thames will prominently feature five giant 60cm YooHoos.

All POS/advertising material will use imagery from YooHoo to the Rescue, which arrived on the global Netflix platform on March 15th.

The launch forms just part of a continued promotional push for the new show and YooHoo licensed product. The YooHoo brand and increased brand exposure in global markets, along with the promotional effect of the new animated series, is now expected to drive demand for the plush range.

Sales of YooHoo plus have exceeded 80 million since it debuted back in 2007. The line has now been refreshed to reflect the themes and characters of the new series.

This is the latest in a string of retail partners for Aurora World, who is working closely with names in Japan and the UK, including Hamleys Hakata and Yokohama in Japan, and John Lewis, Chessington Zoo, and Rainforest Cafe in the UK.

Jay Noh, director of content business, Aurora World, said: “With the arrival of YooHoo to the Rescue on the Netflix platform and this partnership with a household name in UK retail, we are looking forward to a very positive response to the new YooHoo plush. This partnership is a major boost for the YooHoo brand in an important market.”

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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