Range of plush will be available in three SKUs with multiple characters to collect in each series.

Vivid, the UK’s exclusive distributor of Shimmeez, is preparing to launch the range of soft plush creatures covered in colourful reversible sequins. Hitting the shelves in July, Vivid has robust plans in place to maximise and maintain high Shimmeez brand awareness from launch and beyond.

Tapping into the current sequin trend, Shimmeez’ key USP lies in the reversible sequin covering of each character, which lets children transform their plush with a brush of their hand. The range consists of three SKUs – Clip Ons, Medium and Large – with multiple characters to collect across each series and with price points from £6-£20.

Vivid has a strong 360 degree marketing plan in place covering TV and digital, alongside plans to work with YouTubers and micro-influencers, and the running of a strong PR campaign. The brand has been backed by retailers keen to ensure they have a piece of the action.

Cathy Prowde, brand manager at Vivid, commented: “Sequins are everywhere and Shimmeez brings sequins to the toy market in a unique and exciting plush. It’s a fantastic product, we’ve had a really positive response to the range and we are sure that it will add a bit of sparkle to the industry.”