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Focus on… Cute Cuddlies
Inset: Classic Paddington from Rainbow Designs.
Classic nostalgic characters are happily sharing the plush arena with trendy Kawaii, kidult and noveltythemed soft incarnations. PG was more than happy to cuddle up with some of the latest plush launches.
Flush With Plush
With their cute faces, super-soft fur and nostalgic memories, plush is enjoying something of a renaissance. While the Jellycat brand has had a dramatic effect on the sector, changing consumer perceptions on what can be ‘plush-ified’ and the price they are willing to pay for these new collectables, it is certainly not alone on the soft and cuddly front. “The plush market has seen an explosion of trends in 2024,” states Leynah Potter, global head of marketing for Charlie Bears, whose collectable bears are all handmade, each with their own personality. “We’ve seen plush ranges developed specifically for pets, as well as producers using technology to deliver enhanced sensory experiences that are inclusive and diverse within their plush products.” Leynah says that plush now is very much seen as a collectable item. “However, that wasn’t always the case, and we’re proud that Charlie Bears was one of the founders in creating affordable plush collectable bears and characters, both in the UK and globally,” she continues, adding: “The trend that will remain true in 2025 is nostalgia, from enhancing the classic teddy bear to bringing the stories and magic of childhood memories to life. Trends such as nostalgia don’t come and go, they grow, and in Charlie Bears’ 20th year we will be
launching more mystical and mythical to that.” Zara Grindrod, sales and brand director for Rainbow Designs, says that high quality soft toys, featuring renowned timeless characters, are very much evergreens in the plush sector and are continuously on trend. “Many of these classic characters, with nostalgic appeal, such as Paddington, Peter Rabbit and Disney’s Winnie the Pooh, are the foundations of our Rainbow family and continue to form an important part of many childhoods across multiple generations, making them constantly in high demand.” A modern day classic joining these brands at Rainbow is the Right: A large bunny from Wilberry Eco Classics. Below: Dazzle from Charlie Bears.
Wizarding World, featuring a new Harry Potter Wizarding World collection of infant plush toys featuring Harry Potter, Harry’s Owl, Hedwig and house elf Dobby. Along with many other plush suppliers, Zara also highlights that another trend is for eco-friendly plush. “New parents in particular want to give their baby the best possible start to life. In support of this, we have joined forces with Sri Lankan ethical nursery toy company Tikiri to offer an eco-friendly range of infant toys and nursery essentials,” confirms Zara. “In terms of trends, we’re seeing continued demand for high-quality, character-driven plush toys,” says The Herdy Company’s comms manager Sally Proctor. “There’s also a growing interest in collectable ranges. We expanded our plush range last year with the introduction of Sheppy the sheepdog, who has had a fantastic first year. Our customers have loved being able to add to their ‘flock’ and it’s been great to see such a positive response. Building on this success, we plan to expand our plush collection in 2025 with several new, PROGRESSIVE GREETINGS WORLDWIDE 35