Character Options is reporting a strong start for its new Soft’n Slo Squishies, only one week into the launch.

The news adds to the firm’s slow-rising collectibles success with the Cake Pop Cuties brand also creating high volume sales at retail.

Soft’n Slo Squishies were a talked-about brand at London Toy Fair last month, with consumer demand for slow rising collectibles in the UK on the rise, following the US craze which started last autumn. To satisfy the consumers, Character delivered early to retail and has seen the move pay off with swift sales within days of stocks reaching store. Already collectors are flooding the stores; and this is without any TV advertising so far – the campaign starts this week.

Jerry Healy, marketing director of Character Options, commented: “We are delighted with the response both from retail and the children who collect. This is a craze which we know is only going to grow, especially with all the marketing which begins this week. Our TV advertising starts this weekend, influencer work is underway, and we are excited by what lies ahead for this brand. It is apparent that the huge demand for slow-rising foam toys in the UK will echo what is happening in the US. Character Options is geared up for this and we have massive amounts of stock being delivered throughout the spring and beyond as new waves of both Cake Pop Cuties and Soft’n Slo Squishies are introduced.”