Tokidoki 'opening new doors' to Aurora World

With a heritage in premium literary licenses such as Moomin, the Gruffalo and the Tiger that Came to Tea, Japanese-inspired lifestyle brand Tokidoki is fast presenting new avenues to the plush specialist, Aurora World.
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Plush specialists, Aurora World is voicing its excitement over the potential its new partnership with the pop culture hit, Tokidoki, will bring to its business this year and beyond.

Having recently revealed the first in a line of new plush characters from the hit property, the firm is already developing further products to bring to market.

Marking a departure from Aurora World’s roster of premium literary properties in the UK such as Moomin, The Gruffalo and the Tiger that came to Tea, Tokidoki is ‘opening new doors’ to the business by tapping into diverse fan bases across the UK and US.

“Response has already been incredibly strong from independent retail to attraction, grocery, toy and online,” Alanna Slocombe, creative manager at Aurora World, told ToyNews.

“It was the stand out range from all of the trade shows at the start of the year and based on the initial reaction to the launch of Tokidoki plush, we are hugely excited about the future partnership and are already developing further product to bring to market.”

Heading up the launch will be a collection of 27 plush characters, initially across Unicorno, Mermicornio and Donutella, all in three sizes.

“Licenses have long been a key part of the Aurora World business and we always welcome new enquiries from potential licensors,” continued Slocombe.

“Licenses have always been a door opener into the marketplace and Tokidoki has certainly added interest and credibility to the Aurora World offering.”


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