The Trash Pack launched at the start of the year and has far surpassed all expectations with the first series rapidly selling through in store.
Flair initially hoped to exceed the million pieces sold mark by mid May, but the brand has gone one step further breaking through the figure by an additional 20 per cent two weeks ahead of forecast.
Anne-Marie Noon, Flair’s boys brand manager, commented: "We are delighted with the performance of The Trash Pack and are working hard to keep retailers supplied in order to meet the consumer demand ahead of the imminent launch of The Trash Pack Series 2.
"But we urge retailers not to delay in being part of the Trash Pack phenomenon as if the trend continues we expect the figure to reach 4 million by the end of the year. To put this into context, laid end to end, this would almost twice cover the London Marathon Course. That’s a lot of Trashies."
The Trash Pack’s marketing drive will continue throughout the year with campaigns in the boys press, online and TV advertising.