Posh Paws secures glistening new deal with Swarovski for high-end plush

Posh Paws is making a play for the high-end plush market through a new partnership with Swarovski to manufacture and supply a new range of Swarovski-approved plush products.

In a deal brokered by Licensing Link Europe, the collection will be created under the Chic & Love brand that not only incorporates the iconic Austrian crystals but also hold their coveted ‘Crystals of Excellence’ mark.

Aimed at young adult gift-givers and the fashion-savvy, this new collection further positions Posh Paws into the gift and lifestyle sector adding to its foothold in the character and entertainment space.

“We are incredibly excited to be working with Posh Paws on this beautiful range of plush that absolutely fills a gap in the market to deliver a range of considered and emotionally-based gifts celebrating key life stages and events,” said Julien Barbier, global agent, Chic&Love.

“The association with the Swarovski brand, it’s global awareness and value in excess of $3.5bn means there is a real opportunity here to put Chic & Love firmly on the global map.”

Alan Smith, managing director at Posh Paws, added: “As soon as we were presented with the opportunity on Chic & Love in partnership with Swarovski, we knew it was the perfect fit. We’re in the business of making the highest quality plush toys and accessories and what better way to do this than with Swarovski Crystals.

“Adding lifestyle properties such as this to our portfolio is the perfect brand to continue our growth in the gift market.”

Posh Paws will be globally launching at Top Drawer, Olympia from September 8.

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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