NEWS Strong sales and awards haul for Sorgenfresser
Brand becomes number one licensed plush in Germany after just 18 months * Picks up Gold in the Soft Toy category in the Independent Toy Awards in the UK and Silver at Loved by Parents By Samantha Loveday
“We are positive we will
KIDDINX, THE licensor of the Sorgenfresser plush, is confident that the brand will soon rank in the top 20 international children’s brands in Europe.
Thomas Puchert, sales
director, licensing at Kiddinx Media, told ToyNewsthat retailers seem to be convinced of the huge potential of the property, which is being handled in the UK by Coiledspring Games. After just 18 months on sale in its native Germany, Sorgenfresser (which means Worry Eater) is the number one licensed plush in the territory, ahead of the likes of Hello Kitty, Furby and Angry Birds. As well as the UK, successful launches have also taken place in France,
The Netherlands, Scandinavia, Spain and Italy this year.
And the critics have also been won over, with the brand picking up a raft of industry and consumer accolades. The Worry
Eaters have been nominated for the 2013 LIMA Awards in Germany, scooped Silver on the Loved by Parents Awards in the UK and, most recently, took Gold in the Independent Toy Awards
Soft Toy category. The Sorgenfresser family currently consists of 14 members, with four new characters launching this autumn and a range of novelties planned for release next year.
reach over one million units by the end of this year,” said Jochen Kurzke, head of export at Schmidt Spiele, which makes the toys. “Germany currently takes roughly 80 per cent of those sales. We knew we had an exciting product and it was clear at the beginning that both parents and children understood the concept. However, it is fair to say that sales have exceeded our expectations.” Kiddinx will also be appearing at Brand Licensing Europe this month. “We are interested to speak to suitable licence partners to grow the products available to fans in the UK, Germany and Europe,” explained Puchert. Coiledspring Games: 020 3301 1160
Bath Toys, Teethers, Disney Baby© Feeding Sets now available through DKL Marketing to the independent Trade
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DKL Marketing Ltd 11 Deer Park Road, Northampton NN3 6QD, UK
www.toynews-online.biz t. 01604 678780 f. 01604 678787 e.
dkl@dkl.co.uk w.
www.dkl.co.uk October 11
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