US market will see an exclusive Walmart launch in March, with the plush range rebranded as Fur Babies World.
Moose Toys is distributing the range in the US and Canada, and the 5th March launch will be supported by heavyweight TV and digital marketing.
The plush range – with the unique wiggling eyes and wagging ears patented mechanism – is already a hit in the UK as the No.1 new plush property and the No.2 traditional plush property (NPD FY 2017).
John Hales, chairman, commented: “After selling out in four weeks from its July launch in the UK and with over 220,000 units sold through in only 16 weeks of being in stock in 2017, it’s fair to say we are really excited to see the US reaction to this unique collectible range, which has really captured the imagination of consumers.”
“This is one of the biggest success stories in the history of the company and this is demonstrated by our ongoing commitment to the brand including a significant marketing budget for 2018 with the new additions being TV advertised throughout the year.”
Bush Baby World launched in the UK in July 2017. The international roll-out, which began in autumn/winter 2017, will continue throughout 2018 with a total of 31 countries on board by the end of the year – with more in the process of being finalised.
