TOY FAIR PREVIEW I Cepia LLC’s Dogs vs Squirls come out to play

Cepia LLC will be at London Toy Fair next week, showcasing the latest products from its brand portfolio of “in real life” (IRL) iconic character match-ups, which are core to the firm’s “Versus World” concept.

Visitors can expect more from the world of Cats vs Pickles (CvP), wherein Cats are afraid of Pickles, but Pickles just want to be friends. And get ready for the all-new Dogs vs Squirls universe, wherein silly dog characters defend their property against mischievous Squirls… Each property is supported with short-form animated content to run on YouTube, streaming and social media.

As Cats vs Pickles enters its second year, the brand continues to win the hearts of collectors, with its messaging of love and friendship resonating with fans on social media. The CvP soft, bean-filled plushies now has come in more than 365 designs, offering collectors a host of characters to hunt and trade.

Core to the excitement this year is the addition of Reversibles. Perfect for fans struggling to pick a side, the 6-inch Reversibles offer the best of both. Tapping into the reversible trend, these two-in-one collectable plushies can be flipped from Cat to Pickle by turning them inside out.

Meanwhile, the CvP Chonks 6-inch Collectable Plushies deliver the fun of the original plushies on a larger, chunkier scale. Two inches taller, and that extra bit plumper, these lovable Chonks come in a vibrant choice of styles; they are available as an open assortment or as mystery blind bags. These lines will be added to a growing range of 8-inch Jumbos and Blind Bag Singles – look out for the all-new Gold Wave coming in Q3. Plus, there are more customisable, stackable Kitty Condo Habitat playsets for kids to build their own kitty city, with exclusive CvP beans and even mini food.

AW22 will see the launch of Dogs vs. Squirls. The pups have their own personality traits and issues, but their main job is to guard their house from intruders. Introducing The Squirls – they may look innocent with their cute fluffy tails, but don’t be fooled! These mischievous marauders cause mayhem wherever they go. And their one mission in life is to destroy the houses that the dogs are trying to defend. Kids will love the Mystery Bags that each contain one bean-filled character; there are a variety of different characters, as well as sizes to collect: 4-inch beans, 6-inch chonks and 8-inch jumbos.

Finally, be sure not to miss the wild world of Pop Art Soft featuring fantastic elephants in vibrant pop art designs and super soft plush.

Cepia LLC will be at Upper Level 110 at London Toy Fair, Olympia, 25–27 January. For more information contact

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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