Strong UK sales for Squishmallows could see range “replicate US success”

Early sales figures reported by retailers suggest that the collectable line Squishmallows collection could be on track to replicate its US success of selling over 20 million in its first year.

That’s according to Innovation First, the team known for Hexbug, and the exclusive distributor for the product line here in the UK. The rang first hit retailers in May this year, with 13 characters to collect, including Esmerelda the Unicorn and Gary the Giraffe.

It was launched to “an outstanding customer response,” said Innovation First. “Sell through figures over the first fortnight were unprecedented.”

The distributor now believes that excitement for the rang of soft plush that retail at £6.99 each, will build from October this year as new Squishmallows arrive in the UK. Hexbug will give the press a first look at all of the new characters at Christmas in July in London on July 11 and 12.

Squishmallows is supported by a comprehensive marketing and PR campaign that encompasses a TV sponsorship on Nick Jr and Tiny Pop, Instagram and YouTube Kidfluencer activity, interactive digital adverts across kids’ websites and traditional media. As well as this there is also a dedicated immersive UK website www.squishmallows.co.uk.

Daniel Richardson, UK and European sales director at Innovation First, said: “We always knew that Squishmallows would receive a great response as it taps into the squishable element of previous crazes with the added bonus of collectability giving the range longevity.

“However, we are staggered by these initial figures being reported by retailers. We predict that momentum will continue to grow as we introduce some fantastic new characters.”

Paul Reader, product selection manager at Toymaster, added: “Sales of Squishmallows among our Toymaster members have been great in the first month at retail. We knew we were looking at a great product by the reaction from our members when they were gifted a sample at our member meetings earlier in the year. The product quality alongside character variety means we could see this product around for a while.”

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@bizmedia.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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