SECTOR FOCUS: SOFT TOYS & PLUSH
SOFT OPTIONS Inset: Aurora World has recently brought Mary Meyer’s Taggies line to the UK market.
From heirloom buys for newborns to pocket money purchases, soft toys and plush are consistent performers at retail. PPS chats to suppliers about the latest trends and innovations in the sector, and what elevates a product from basic to bestseller.
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oft toys don’t often make headlines, but Jellycat’s recent launch of its new ‘brand elevation strategy’ – which has seen it withdraw supply from a number of its long-term independent retail partners – has thrust the sector into the spotlight and opened up opportunities for retailers to look at alternative ranges from a wider pool of suppliers. “Like many, we were disappointed to hear how some independents have been affected,” says Dan Illingworth, managing director of Widdop & Co, which recently launched its own-brand soft toy line, Softies. “However, it means there’s space for new favourites to emerge, and we’re excited to be part of that.” According to market research by Statista, revenue in the UK Dolls & Stuffed Toys market is projected to reach £880 million in 2025, with an annual growth rate of 4.09% expected from 2025 to 2029. “We launched Softies to offer retailers a dependable solution as demand for soft toys continues to grow,” says Dan. “From bunnies
Right: Known for its eco-friendly plush, Bon Ton Toys is represented in the UK by Haus Distribution. Below: Storytelling meets cosy cuddles in Enesco’s new Animated Tale of Peter Rabbit Soft Toy.
to brown foxes, Softies are made from soft-touch, high-quality fabrics that are safe for all ages, and each is presented in a gift box designed to resemble a house. Retailers have loved the flexible ordering and gift-ready packaging.” Becky Matthews, UK sales and marketing director of Golden Bear Toys, agrees that presentation is key. “The temptation is to let plush speak for itself, but we’ve found investing in creative packaging really helps boost the product in store,” she says. “With our new Foodibles range – a quirky mash-up of fruits and animals – we’ve aimed to disrupt traditional plush packaging by creating colourful, eye-catching bags that double as gift wrapping, and which stand out on-shelf and add perceived value.” Licensed lines are top performers for Golden Bear, with its In the Night Garden Talking Plush being a best seller. “It’s an evergreen brand that blends nostalgia with nurturing themes that really
resonate with parents. We’re also excited about the upcoming launch of our Musical Talking Duggee plush coming in A/W 2025,” says Becky. “Licensed, seasonal and sustainable products all play a part in the building of our product selections and development, but the overriding demand is for quality product, at a fair price,” comments Martin Ringer, sales director of Aurora World, which acquired popular US soft toy brand Mary Meyer earlier this year. "We're seeing high demand for classic characters with a twist – such as Mary Meyer’s Putty and Taggie rangies and plush Highland cows. The market for plush is continuing to expand, both from a consumer perspective
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17/08/2025 16:40