FEATURE: Underground Toys

Lewis Tyler finds out how this small UK company is doing big business in plush.
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11_Andy Oddie plush.jpg

2011 was Underground Toys' best year yet. Driven by plush, the London-based firm doubled its turnover to $15 million.

Underground’s talking Star Wars plush line has been a huge success at retail and was chosen as Best Licensed Toys or Games Range at the Licensing Awards last year.

“The award has done wonders,” says Andy Oddie, managing director of Underground Toys. “A lot more people have come on board since then and not just in this country, all around the world.”

Since then the company has seen its next talking plush range, Doctor Who, come to fruition and sell out at retail, and has added Sonic the Hedgehog, ThunderCats, LaLaloopsy and Almost Naked Animals licences for 2012.

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