Golden Bear's Bush Babies head to US

The hit collectables line will see an exclusive launch at Walmart rebranded as Fur Babies World.
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Golden Bear is prepping for the launch of its hit plush collectables line Bush Baby World to the US, with an exclusive launch planned with national retail chain Walmart.

The line will be rebranded as Fur Babies World in the region, with the March 5th launch supported by a heavyweight TV and digital marketing campaign. The range will be distributed by Moose Toys in the US.

The plush range, with the unique wiggling eyes and wagging ears patented mechanism, is already a hit in the UK as the number one new plush property and the No two traditional plush property (NPD FY 2017).

“After selling out in 4 weeks from its July launch in the UK and with over 220,000 units sold through in only 16 weeks of being in stock in 2017, it’s fair to say we are really excited to see the US reaction to this unique collectible range, which has really captured the imagination of consumers,” said Mr John Hales, chairman of the company which he co-founded in 1979.

“This is one of the biggest success stories in the history of the company and this is demonstrated by our on-going commitment to the brand including a significant marketing budget for 2018 with the new additions being TV advertised throughout the year."

Bush Baby World launched in the UK in July 2017. The international roll-out, which began in AW17, will continue throughout 2018 with a total of 31 countries on board by the end of the year - with more in the process of being finalised.

Where appropriate for the local market, all countries will be launching with TV advertising on kids channels as well as digital marketing tailor-made for their territory.

The consumer website for the brand - www.bushbaby.world - is being localised for each country to support the launches. In addition, an animated series of webisodes featuring the characters from the many regions of Bush Baby World will also be localised for use on the website and social media channels.    

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