Vivid's Canimals off to impressive start at retail

Sales of collectables increase five-fold in first three weeks of launch.
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Vivid is celebrating a strong start at retail for its new Squeaky Canimal collectables line, with sales increasing five-fold in the first three weeks of availability.

The pocket money priced versions of the can-shaped creatures are available in single and triple packs, alongside the Canimal keyrings and a Talking Canimals assortment.

The full toy range - which hit retail at Easter - is being supported by a print partnership with Animals & You Magazine, as well as a social media campaign targeting mums over the coming months.

Above the line marketing and PR initiatives will also help to bolster awareness of the CITV programme and toy line.

"We're really pleased with how the Canimals range is performing," said Neil Bandtock, MD of Vivid Toy Group. "They're proving hugely popular and are holding their own against larger, more established brands. The enduring appeal of pocket money collectables is being reflected across Vivid's portfolio, with Canimals being out most recent range launch in partnership with Aardman."

Stuart Grant, buying director at The Entertainer, added: "We are really impressed with the start that Canimals has made at retail, and we look forward to the launch of new Canimals characters and skus this autumn."

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