Mookie Toys brings Pillow Pets to the UK
Established in 1987, Mookie Toys is best known in the toy trade for its range of outdoor toys, but 2011 has seen the company expanding into a number of different product categories. Toyworld visited Director Guy Orr to fi nd out more about these new developments. “Mookie Toys is a successful, stable,
privately-run company which can make decisions quickly. We are lucky enough to own some amazing brands. Swingball will celebrate its 40th anniversary in two year’s time, and we’ve established Smart Trike as a classic brand which is here for the long-term. The company has enjoyed considerable growth in each of the past two years, and 2011 is looking very promising. Maybe it’s because we’ve been doing things the right way that we’ve been presented with some excellent opportunities to expand our portfolio,” Guy told Toyworld.
One such opportunity is Pillow Pets. The
range – which combines the appeal of a plush toy with the functionality of a pillow – has been hugely successful in the USA. Guy enthuses “Pillow Pets has achieved outrageous numbers. 25 million units have been sold in the past year. During its peak month, it sold over 6 million pieces. For a range which started selling from shopping carts in Malls, Pillow Pets has proved to be a phenomenal – and enduring – success. From September, Pillow Pets will be available in the UK via Mookie Toys. “We worked hard to secure the deal,” admits Guy. “We have always been strong in the outdoor toys area, but we want to become a major player in other sectors too. We have looked at many different ranges, and were particularly excited about Pillow Pets. We think it has tremendous potential. It’s certainly one of the largest projects we’ve ever undertaken, we believe in it 100%.” The Pillow Pets range, which is made from high quality, super-soft Chenille, encompasses eight attractive designs in two sizes (11 and 18
42 Toyworld
inch).One of the toughest decisions facing consumers will be which one to choose; Monkey, Panda, Puppy, penguin, Unicorn, Pig, Lady Bug or Bee. The range will be promoted with what Guy describes as “one of the largest TV advertising campaigns ever run by Mookie Toys.” The TV ads will appear on major networks from October to December, supported by a high-profi le, targeted PR campaign by industry specialist mi- comms PR . This activity will be backed up by a dedicated UK website and strong POS material. Guy believes that Pillow Pets has broad appeal across a range of demographics – kids, teenagers and even adults – and is therefore anticipating a variety of retail outlets to select the line. However, as with all successful properties, Mookie Toys in bracing itself for the inevitable fl ood of knock-offs to appear. “It’s important the market realises that these are not the real thing,”
It’s certainly one of the largest projects we’ve ever undertaken, we
believe in it 100%.” Guy Orr, Mookie Toys
asserts Guy. “Children will be taking their Pillow Pets to bed and sleeping on them. It’s essential to have the best possible quality when it’s such a personal product. Because we’re holding good levels of stock, there will be no need for retailers to turn to inferior, ‘me-too’ product to meet demand. I can assure our customers that we’ll be able to offer great service to all our accounts, large or small.” There are more interesting developments to
follow in the coming months, and 2012 will see a major refresh of the Swingball range. But for now the focus is very much on Pillow Pets. Guy concludes “Mookie Toys’ focus is on building brands which will stand the test of time. We’re not about ‘here today, gone tomorrow’ gimmicks. We believe Pillow Pets is an enduring brand which will be around for a long time.” W:
www.mookie-toys.co.uk
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