Wow! Stuff is celebrating the success of K-Blings, a new collectable range that, despite launching into ‘a crowded and competitive market,’ has taken the firm by surprise with its ‘super rate of sale.’
K-Blings is billed as ‘the collectable that lives on your cable,’ and was launched at the tail end of 2019. Its initial launch saw it only made available via the distributor Tobar and retail exclusively at Tesco, however, the collectable went on to ‘sell out very quickly,’ according to the firm.
Wow! Stuff’s commercial director, Dawn Lavalette, said: “K-Blings took us by surprise. They both sold out very quickly with a super rate of sale. As a collectable with a practical purpose, they protect and personalise your cables, it was a gamble for us – but innovation often is.
“The collectables space is crowded but K-Blings are so different to anything else and while the target consumer is five to 12 year old boys and girls, we’re getting demand from tweens, teens, and adult fans. In fact, anyone with a phone, computer, headphones or shoelaces can collect and wear their favourite character brand.”
Sold in blind bags at £2.99 each and five packs with one mystery blind for £15.00, K-Blings are mini Chibi stylised characters that wrap around the weakest area of a cable and protect the point they are most likely to fray or break. Collections can fill the length of a cable and turn any cable into a ‘cable bracelet’ holding all your favourite brands.
According to Wow! Stuff, Tik Tok creators are already personalising their cables with K-Blings and adding a dab of super glue to ensure anyone and everyone can see the brands they love and that the cable is theirs.
Selling out in the Harry Potter brand in November 2019, from August 2020 more tier one brands will launch including Marvel, Disney, Pixar, DC and more.