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SECTOR GUIDE: PLUSH COILEDSPRING GAMES


Hot on the heels of the launch of the Sorgenfresser keyring range, a new character is joining the worry eating team in the autumn. Just like the rest of the


crew, Flamm (£20) is an expert in eating worries, nightmares and upsetting thoughts. With the launch of the


keyrings earlier in the year, there is now a Sorgenfresser for every size of worry. “The keyrings off er a


great opportunity for our retail partners; they’re a great price point, there’s a collectable element to them and if your customers have the Classic or Junior Sorgenfresser then what better than a Sorgenfresser keyring for


INTELEX


Northamptonshire-based Intelex is set for another bumper year, with a further 25 new products being added to its portfolio. According to the fi rm, the heatable plush category is growing strongly year on year. Founder Philip Gannon


says: “Innovation plays an important role in keeping the sector relevant, but the growth in heatable toys is also due to their versatility off ering a fun alternative to traditional hot water bottles.” The fi rm’s new Warmies collection launches this


CHARACTER OPTIONS


Taking plush to a new level is the Ani Mei Chatterbox Peppa. Watch as Peppa’s mouth lights up in four diff erent expressions in time to her phrases. Her eyes, heart and cheeks also light up. Staying with Peppa, the Jump In Muddy Puddles Peppa has cute muddy puddle styling and yellow wellies, as well as authentic Peppa phrases. The Ben & Holly’s Little


Kingdom range has also expanded with Hide and Seek Holly – children can use Holly’s Magic Remote to fi nd Holly with clues like “you’re too cold”


58 August


and “getting warmer”. A soft pocket money alternative is the Talking Plush assortment – the seven-inch plush toys come in either Ben or Holly character assortments and each say fi ve diff erent popular phrases. Showbiz Pat is one of the hero lines in the Postman Pat collection and comes dressed in a sparkly outfi t and accessories with microphone and sunglasses. There are also Fireman Sam and Postman Pat eight-inch soft toy collectables.


Finally, for the slightly older audience, the seven- inch Animal and Hostile plush from the Minecraft universe include characters such as Baby Pig, Baby Mooshroom, Ocelot, Creeper and Enderman. 0161 633 9800


month with six original characters, retailing at £14.95 each. The toys are fi lled with


treated millet and scented French lavender. Further additions to Intelex’s range


include the Cozy Plush animal characters: Badger, Turtle, Giraff e, Owl and Fox designs. The heatable Hooty


owls will also expand with new characters like Tawny owl and a furry fox. 01933 679777


when you’re out and about?” says Roger Martin, MD of Coiledspring Games. The keyrings are available in either a 36 or 72-piece CDU and feature six of the characters: Ernst, Bill, Frula, Saggo, Om and Enno, priced at £6 each. To help retailers pull in


the crowds, Coiledspring Games is off ering the XXL Sorgenfresser to UK bricks and mortar partners on a ‘free rental’ basis. Marketing manager


Rachael Wyatt says: “We’ve found XXL Saggo to be a real draw, either placed in the window surrounded by friends or sitting at the side of the FSDU with a mouth full of leafl ets.”


RE:CREATION


Re:creation has two new launches in the plush category, the fi rst of which are Stretchkins. Billed as the ‘ultimate


cuddly companion’, they fi x to children’s hands and feet and then stretch and move with them as they skip, bop, bounce and dance. Stretchkins (£19.99) are available in four diff erent character designs including frog, puppy, unicorn and elephant, and will be supported with a heavyweight TV campaign and PR in the run up to Christmas. Moving on, and Bright


Light Pillow (£19.99) is a soft, cuddly cushion which gently illuminates to create a light show. It comes in two shapes – the colour changing White Starlight Square and softly


LEAPFROG


Read With Me Scout and Violet (£29.99) are cuddly interactive learning puppies that encourage reading in two to fi ve year olds. Both come with fi ve colourfully illustrated books which teach children a variety of educational skills. As Scout and Violet complete each page, they will also face one of over 70 diff erent engagement and comprehension questions. The toys also feature


fi ve interactive spots and respond to every pet, pat, hug and kiss, while they can also be switched to Sleepy Time mode. Also in the LeapFrog


portfolio is My Pal Scout and My Pal Violet (£19.99) which are aimed at six months to three year olds. Both can be customised with a child’s name, favourite foods, animals and colours. 01895 202840


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pulsing Pink Beating Heart. Both will be supported with TV from July and PR throughout autumn and the run up to Christmas. 0118 973 6222


Retail partners which stock Sorgenfresser and are interested in off ering ‘Super Saggo’ a change of scenery should get in touch on the number below. 020 3301 1160


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