December's top performing plush line Scruff-a-Luvs has raised £45,000 for animal welfare through the brand's continuing partnership with the RSPCA.
Its brand owners, Worlds Apart established a partnership with the animal charity at launch, setting up a donation of a percentage of proceeds of sales of Scruff-a-Luvs to aid the organisation in its mission to re-home rescued animals.
A successful Christmas period has helped the brand to not only raise the sum so far for the charity but secure its place as a leading name in the plush aisle for the year ahead. According to NPD, it ended the year as the number one plush item.
Scruff-a-Luvs launched last summer with a range of six plush pets based on the social videos of homeless scruffy pets being adopted.
Scruffs was also the number three plush for the year overall despite having launched only half way through the year.
The ‘Find us Scruffy, Make us Fluffy’ concept saw the toy take home the ‘Plush of the Year’ Award at London Toy Fair.
Ellen Camillin, licensing manager at the RSPCA, commented: “We have been amazed by the runaway success of the Scruff-a-Luvs’ partnership with the RSPCA. Not only have these adorable toys championed our key messages of compassion and kindness to animals but the £45,000 they have raised will be invaluable in helping us continue our vital work.”
Worlds Apart has announced that the charity partnership will continue into 2019, with the aim of raising further funds from sales of new Scruff-a-Luv varieties this Autumn/Winter.
Logan Stone, head of brand and marketing at Worlds Apart, added: “We are thrilled with the success of Scruff-a-Luvs and have some exciting plans for the year ahead and beyond.
"Helping children to appreciate the importance of caring and nurturing pets, however they may appear, is a core part of the product for us. Our partnership with the RSPCA has really helped to drive that message home. We’re so pleased to have been able to raise the amount we have and look forward to continued success together this year.”
The success of Scruff-a-Luvs in 2018 has instigated a two-year programme of new product development at Worlds Apart with the company seeking to inspire more children with further varieties of the toy.