Re:creation readies plush push in 2015

Snuggables umbrella brand to welcome new lines as firm details plans to expand into soft toy aisle.
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Re:creation is looking to shake up the plush aisle this year, with its new Snuggables umbrella brand set to expand further following a strong start last year.

The firm launched its first new plush lines in years in 2014 with Stretchkins and Bright Light Pillow. Both of these brands will be added to in 2015. Stretchkins has a new Purple Pony character, plus a new Pink Cat which will incorporate a light up feature to add another dimension of play. Meanwhile, Bright Light Pillow will benefit from the addition of a Star shaped pillow.

Meanwhile, Zigamazoos were unveiled at Toy Fair – eight plush characters which each have an infectious giggle when squeezed – along with Neck Napperz, four huggable animal friends that transform to become a comfy neck pillow.

The Snuggables umbrella brand logo will feature consistently across all plush brand communications as Re:creation continues to build awareness. Each of the four brands will be backed with heavyweight TV, as well as PR and online programmes targeting parents and children.

“It’s been a number of years since we have had a presence in the plush aisle but, as we saw from results last year, we are able to deliver on innovation in plush outside of electronic feature plush and licensed lines,” Jonathan Kirkley, Re:creation’s marketing director, explained to ToyNews. “The products we have introduced have?a desirability that fires consumers’ imaginations.

“Stretchkins were a truly hot product at the end of last year, with consumer reviews and word of mouth among parents amplifying results seen from our TV advertising.”

Kirkley continued: “Based on NPD data, we’re confident that we’re making a positive contribution to a category that is in growth. Coupled with innovative, quality product, our expertise in marketing can build strong brands and drive consumer demand.

“While 2015 will focus on maximising the potential of our four Snuggables brands at retail, we’re always on the look out for the next innovation in plush.”

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