The New Zealand toy manufacturer, Zuru has watched its 5 Surprise brand hit double-digit growth over the last year, following the success of a streamlining strategy that brought in new themed launched for the line.
This month, the firm introduces its newly themed 5 Surprise Dino Strike line and the second series of Unicorn Squad featuring a new cast of glitter characters.
Over 20 million capsules have been opened worldwide since the 5 Surprise brand was brought to market three years ago. From 2019, Zuru has focused on offering themed surprises within the range following the success of the US launch of Mini Brands and global sales of 5 Surprise Unicorn Series one.
5 Surprise sales in the UK alone are up 60 per cent year on year, with the Unicorn range receiving double the orders of previous standard lines.
“We’ve two new collections hitting UK shelves this month,” said Erika Sava, senior marketing manager, ZURU.
“While the innovation of the segmented capsule will always be at the heart of the product, children now get five layers of themed surprises to collect. The design continues to offer children multiple unboxing and reveal elements but is now driven by combining this with the appeal of popular themes.
“We’ve restructured the range so that children now have more opportunity to complete their collections while the themes remain popular and current.”