Moose Toys raises over £110,000 for the RSPCA through Scruff-A-Luvs campaign

Moose Toys has raised over £110,000 for the RSPCA to date thanks to the success of a campaign drawn up between the toymaker’s Scruff A Luvs brand and the animal charity organisation.

The ‘Find us Scruffy, Make us Fluffy’ concept of Scruff-a-Luvs products has resonated so well with the RSPCA – the UK’s largest animal welfare charity – that Moose Toys brokered a partnership back in 2018 to coincide with the initial brand launch.

Scruff-a-Luvs has since become a top selling range of plush pets, based on the social videos of homeless scruffy pets being adopted, cared for and brought back to health and happiness. The Rescue and Reveal messaging of the brand is designed to encourage children to understand the importance of nurturing animals.

Last year saw new varieties introduced to the Scruff-a-Luvs Rescue Centre including October’s launch of the first water safe electronic toy, Scruff-a-Luvs Real Rescue, supported by Dr James Greenwood from CBBC’s The Pets Factor.

James Jackson, head of corporate partnerships at RSPCA, said: “The partnership with Moose Toys has been a real, tangible success. Educating about the importance of caring for and nurturing animals is a key part of the work we do at the RSPCA, so partnering with Scruff-a-Luvs, who’s ethos celebrates a love for animals through care and transformation, is great for us.

“As a charity, we hope to create a future which is kind and compassionate to animals and believe this begins with education. The toys help to teach children about responsibility, as well as highlighting the importance of animal rescue. The money raised from Scruff-a-Luvs to date has been fantastic.

“To put the £110,000 into some perspective, this amount could provide over a year’s worth of food for five of our animal centres. With five animal centres taking in an average of over 2,000 animals a year, that’s a lot of full tummies.”

Logan Stone, head of marketing for Europe at Moose Toys, added: “We’re really proud of the difference our partnership with the RSPCA has made for real animals in need of rescue. The play pattern of Scruff-a-Luvs shows children how they can take an active role in rescuing an animal through grooming, nurture and care and it’s great to be able to give back to the cause that inspired the product.

“We’re really looking forward to working with the RSPCA again in 2020.”

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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