6 minute read

THE OOH, aah factor

analysts the NPD Group confirmed that the best performing toy sector category in 2022 was plush, up a significant 29% YOY.

PG&H asked some of the leading companies in the sector what’s trending this year, and what makes soft toys so irresistible.

screens, which ties in with our background in education and championing the importance of learning through play.” trend continuing to take over the plush market. “We’ve been promoting sustainability for years, with our Keeleco range responsible for recycling more than 100m water bottles in the manufacture of the range. Some 70% of the entire Keel Toys collection is made from 100% recycled materials and this trend will continue throughout 2023 and beyond,” states Patrick.

There’s something about soft toys that brings out the child in everyone, irrespective of age, with gift givers unable to resist cute faces, super-soft fur and for many, nostalgic memories, with plush an all-year-round gift and, in many instances, collectable too.

“Plush is one of those timeless gifts that has the potential to work for all ages and for all occasions,” states The Puppet Company’s product and marketing director Katy Rugman.

“Being both collectable and affordable gives it continued longevity in both the gift and toy world. We’re seeing a continued move towards more traditional toys and gifts as people increasingly move away from

Highlights Katy: “We’re continuing to add new designs that encourage creativity and imagination, including our new Bedtime Bears – dressed for bed in their pyjamas and nighties, with their own miniature teddies on ribbons that live in their pockets for added play value,” she points out.

“Plush toys are so versatile,” states Patrick Downs, head of design for Keel Toys. “They're ideal for comforting little ones, adding a fun touch to a room, or starting a collection. Plus, who can resist snuggling up with something soft and cuddly, making plush toys great gifts for all ages.”

Patrick adds that the company is delighted to see the eco-friendly

“Well designed, super-soft, timeless plush characters continue to be firm favourites with gift-givers of all ages, by resonating with the end consumer through emotions of happiness, comfort and affection,” states Enesco’s trade marketing manager Aylish Ellwood. “At Enesco, we’ve recognised that sustainability is clearly emerging in the plush market, and in line with our company goals, we are committed to exploring opportunities for future development in plush and gift, actively looking for new plush licences to add to our successful, award-winning Peter Rabbit soft toys collection.”

At Wrendale Designs, founder and creative supremo Hannah Dale adds: “Ever since we launched our first plush characters they have been really popular with a constant demand for more to be added to our growing collection. The collection is brought to life through the use of high quality, soft, tactile fabrics that capture the character of the illustrations, making them unique and a collector’s item that can be cherished for years to come,” states Hannah.

“The true charm of gorgeously soft plush, and the promise of love and comfort from a cute character, makes plush an ideal gift,” points out Kaloo’s commercial director Neil Montgomery. “Current trends show that consumers are looking for quality plushes that are thoughtfully made, with supersoft fabrics key.” Neil adds that cute designs are always extremely popular. “Shoppers know little ones will love them, but that they will also look lovely in a nursery, making them popular gifts for baby showers, new arrivals and special birthdays.

Licensed To Thrill

Consumers are also looking for a gift that can become a lifelong friend.”

As for sustainability, Neil says that it is always at the forefront of the company’s designs. “This year, our new collections are made from recycled materials with zero plastic without jeopardising cuteness and softness, whether that’s an animal from the Rouge range, the long-eared Lapinoo bunny or the Tendresses dolls. We are always introducing newness, with two new dolls, Amandine and Naomie, in lovely packaging, introduced this year,” he highlights.

“Plush per se is a very emotional product with the ‘ooh’, ‘aah’ factor,” points out Ty’s sales director Jonathan Swallow, “and our ethos is the same. Affordable products that people want to collect and play with. Plus, there’s definitely been a resurgence,” he continues, “with plush an emotional sale, unaffected by recessions or the cost-of-living crisis. Once people pick up a plush item it rarely goes back on the shelf.”

For Ty, 2023 is an exciting year with the Beanie Babies back to celebrate their 30th anniversary, but with a twist.

“Without detracting from the originals, we’ve used different colours such as mustard, coral and natural, as well as a different, softer fabric,” explains Jonathan, “with the range sure to become very collectable.”

For many gift retailers, plush items are a ‘must have’, an all year round winner that encourages repeat business, with shops clearly spoilt for choice this year.

Licensed plush is always a popular gifting choice, with Alys Dawson, director of product, creative and marketing services for Rainbow Designs, confirming that it has been a busy 12 months for Paddington, with the love for the nation’s favourite bear continuing to grow. “As the popularity of this much-loved character has increased, we have seen this recognition translate into strong sales across all three of our distinct Paddington ranges - Paddington for Baby, The Adventures of Paddington and Classic Paddington,” she confirms.

Plush toys with interactive features have also performed strongly for the company, particularly where it’s helpful for parents, such as a nightlight or music, with new Peter Rabbit and Paddington Bedtime Cuddles nightlights available later this year.

“Under the sea and dinosaurs are also strong themes seen across trade shows earlier in the year,” continues Alys. “Our new collection, which we’re distributing for Animal Adventure, are super cuddly, playful ranges.”

Meanwhile, a new emoji plush range from Posh Paws is combining the most popular emoji brand icons with trending sayings. The first toys launching in 2023 include the popular Smiling

Face with Heart-Eyes with Love You X message, the Flame with You’re So Lit! and the Peach with the word Cheeky embroidered in a text message speech bubble.

However, for plush lovers feeling a bit more cheeky, Posh Paws will also be releasing the Aubergine emoji with Thinking Of You as its embroidered message.

“We’re excited to be partnering with such an iconic, globally recognised and trending brand, to bring something new, fun and creative to the plush market that will appeal to a variety of consumers and ages,” states Posh Paws brand & marketing director Lauren Shipman. “Our emoji brand range brings something unique to our offering.”

Below: Part of Posh Paws’ licensed emoji range.

1: Me To You Tatty Teddy Bee Garden Gift Set

Forming part of our Tropical Oasis Capsule Collection, the gift set is ideal for all kinds of occasions such as birthday, Mother's Day, thinking of you, congratulations, new home, or even as a little treat to yourself! It includes an adorable Tatty Teddy plush bear dressed in a bee outfit, an illustrated ceramic plant pot and a bee-shaped seed paper. Plant the seed paper in soil, water it regularly and wait for green shoots to appear. Carefully nurtured, you'll have enough seedlings to create a pretty display of colourful Rudbeckia flowers. The pot and the packaging are printed with gorgeous tropical-style foliage in vibrant shades of green, pink, yellow and gold, with adorable hand sketched illustrations of Tatty Teddy having fun in the great outdoors.

Carte Blanche Greetings

T: 01243 792600

E: info@cbg.co.uk

W: www.cbgtrader.co.uk

2: The Perfect Plush For Everyday Gifting

Posh Paws licensed range of beautiful Swizzels Love Hearts plush includes a variety of fun, trending and sentimental products for every day, seasonal and celebratory gifting opportunities all year round. New for tween, teen and adult gifting, you can order the adorable “You Grow Girl” succulent flowerpot for positive vibes, the “Olive You” Olive and “I Love You A Latte” Coffee Cup and “Perfect Pear” Pears to spread some love and to show someone how special they are, they have the “Greatest of All Time” Football and “You’re Bun in a Million” Burger. All the Swizzels Love Hearts plush gifts are made using the highest quality fabrics, softest stuffing and finished with exquisite detailing.

Posh Paws International

T: 01268 567317

E: sales@poshpawsinternational.co.uk.

3: Bedtime Bears

We’re seeing a continued move towards more traditional toys and gifts as people move away from screens more, which ties in with our background in education and our ethos of championing the importance of learning through play. We’re continuing to add new designs that encourage creativity and imagination, including our beautiful new Bedtime Bears – dressed for bed in their pyjamas and nighties, with their own miniature Teddies on ribbons that live in their pockets for added play value.

The Puppet Company

T: 01462 446040

E: Katy@thepuppetcompany.com

W: www.thepuppetcompany.com

4: Me To You Tatty Teddy Moon & Back Bear

Let someone know just how special they are with this adorable plush Tatty Teddy bear. Perfect for a girlfriend, boyfriend, wife, husband, or a family member such as son, daughter, mum or nan, this 19cm high bear is presented in a beautiful gift box that features the latest 'Signature' range artwork celebrating the magical great outdoors. The lettering on the moon reads 'I love you to the moon and back,' and it's embroidered with glittery gold thread to give a cute sparkly touch. The ideal gift for all kinds of occasions, whether birthday, anniversary, engagement, Valentine's - or simply to show how much you care!

Carte Blanche Greetings

T: 01243 792600

E: info@cbg.co.uk

W: www.cbgtrader.co.uk