FOREVER FRIENDS PLUSH GOING GLOBAL
Forever Friends has not only struck a cord with UK consumers, and it is popular in other territories around the world. “The plush toys have done really well in places
where Hallmark is strong,” says Richard Hollis, licensing director at Hallmark. “So places like the Netherlands, Australia and Hallmark is a US company so a big growth opportunity for us is in the US.
“They are taking off there very quickly and
there is quite a lot of product out in the States. “It’s still at a relatively low level compared with the potential opportunity there so it’s a big focus for us at the moment.
“Japan is also an important market,” continues Hollis.
“It suits the look and feel of the graphic art that the Japanese particularly love.”
CARE BEARS
Alongside standard marketing methods, Hallmark has a sponsorship deal with Forever Friends for the Tommy’s charity of St. Thomas’ Hospital. “The charity supports families through issues of
premature birth, stillbirth and issues during pregnancy. There’s a connection there obviously with our baby range,” adds Hollis. “We sponsor one of their Tommy awards. We’ve
got the First Hug award, which celebrates stories of a first hug between parents and their premature babies. We also sponsor their baby races. They have races with parents with buggies.”
DIGITAL BEARS
Although the firm has stopped short of introducing technology into the actual plush toys, Hallmark hasn’t shied away from a digital approach when it comes to marketing Forever Friends.
www.toynews-online.biz “We now do a lot with digital
marketing,” says Hollis. “We’ve been commissioning new animated versions of the bears. “It’s about keeping it contemporary and introducing them
to a new market. It’s important with the children’s’ market now that you don’t lose pace with how technologically savvy children are.” To combat this, the bears have embraced social media.
Hollis concludes: “The bears have to be at the heart of Facebook, Twitter and their own websites. We’ve got interactive personalised greetings cards, a Facebook app and an ibook coming out.”
November 35
FRIENDLY FACE
While simple in design, Hallmark believes the success of the bear lies in their iconic facial expression. “The expression of the bears is the heart of it,” Hollis explains to ToyNews.
“It’s a combination of innocence and discovery. The bears come
across as being curious, innocent children if you like. It’s a very simple expression but the key to the cuteness is that air of innocence and curiosity. It’s what makes people want to be friends with them. “And they’re very huggable. “
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