Already well known in the amusement channel, Sega Prize Europe is expanding into retail.
The firm has launched its Victoria Cupcakes plush collection on Firebox.com for the first time.
Each Cupcake features an individual hangtag detailing the date of 'bake', favourite colour, music and hobbies. The range currently consists of six characters - Lenny the Lemon Marmalade, Gabby the Grape Swirl, Sarah the Strawberry Sprinkle, Cody the Custard Cookie, Shelly the Cherry Swirl and Charlie the Chocolate Strawberry.
Sega Prize Europe has ambitious plans to expand both the Victoria Cupcakes IP and its other collectable plush ranges in 2012.