Zuru has launched the second series of Shnooks, the plush collectible with expanding hair.
The six new characters in the series feature bright, bold colours and include sweet-scented accessories in each pack.
Shnooks were the first toys to combine plush and hairplay and have been a consistent top selling toy since launch. Contained in a vacuum bubble, each pack contains one of six collectible characters – Berri, Lolli, Bubbles, Mello, Lulu and Beanie – along with a candy scented comb, best friend hairband and styled hair ties. Once opened their hair grows up to 8x in size, allowing kids to shake and style.
The launch of the second series is supported by a robust social media and PR campaign which has already seen the new range receive over 20,000 followers on Pop Jam in the last six months. It will also be supported with a new TVC which launches on 23rd March for three weeks, and will run across key channels including CITV, Disney Channel, ITV Breakfast, Nick Junior, Pop and Cartoon Network.
Consumers can visit Shnooks.com where they can design and download their own customised Shnooks character, as well as watch videos and download posters.
Shnooks is selling up to 10pcs per store per week among increasing demand for new orders.
Zuru’s revamped Shnooks plush toy, with colourful hair made for styling, has been packaged in a new innovative bubble packaging; a vacuum bubble that, when opened, means Shnooks grow eight times their original size.
To promote Shnooks, Zuru launched its TV advertising campaign in July, and has a second burst of TV advertisements running until 6th September.
To further support the campaign, the company has have focused on gaining a strong online presence by launching an interactive website with a customise your own Shnook feature, downloadable posters and colouring pages, and a fast-growing Facebook page where the TVC has gained over 530,000 views in its first month.
As an extension of the online strategy, Zuru has secured a partnership with UK YouTube influencer EmilyTube, in its mission to capture the imaginations of a new generation of girls. With over 4 million subscribers, EmilyTube features learning videos and appeals to the Shnook’s target demographic of 3-8 years.
There are 6 Shnooks characters to collect. Available in Smyths, B&M, Argos, Asda, Tesco and The Entertainer.
Mayka Toy Block Tape headlines Zuru’s collection of top-selling holiday toys gaining industry and retail recognition.
The original construction toy block tape, Mayka Toy Block Tape, from Zuru, continues to rack-up industry and retail awards and honours in the run-up to Christmas.
The most recent recognition comes from the USA Toy Association, which has named Mayka Toy Block Tape a 2018 Toy of the Year (TOTY) finalist in the Construction Toy category. The company’s Bunch O Balloons Filler/Soaker also received a Toy of the Year nomination in the Outdoor category for the second consecutive year, and was awarded the win in 2017.
Additional Mayka Toy Block Tape accolades include:
Walmart’s “Top Rated By Kids”
Oppenheim Toy Portfolio “Gold Star” Winner
The National Parenting Publication Award (NAPPA) winner
Parents’ Choice Award “Recommended” Winner
Hot Diggity Awards Winner
Toy Insider’s Holiday Gift Guide / Preschool Category
Rainbow Toy Award / Highly Commended in Construction Category
Zuru’s Shnooks plush toy also recently scooped Gold at the Independent Toy Awards.
Nick Mowbray, Co-CEO, Zuru, commented: “We are thrilled that Mayka Toy Block Tape and Bunch O Balloons were nominated for Toy of the Year in their respective categories, as well as the recognition our holiday line-up has received to date. It’s exciting to see the industry welcome and recognise relatively new but fast-growing companies and the innovations that we contribute.”
Company appointed to help drive new strategy forward in 2017/2018.
Zuru Toys is set to strengthen its communications programme in the UK with a raft of new trade- and consumer-facing initiatives to support key ranges. These ranges include the newly launched Mayka Toy Block Tape, the re-launched Shnooks brand, Tangle Creations’ flagship Tangle! line and The Original Fidget Cube. Playtime PR has been hired on a retained basis to devise and implement strategic campaigns to support all Zuru ranges in the UK, with immediate effect.
Renee Lee, global marketing manager, Zuru Toys commented: “The UK remains a key market for us and, as we embark on an ambitious programme of significant new brand launches in this territory, we felt it was important to bring in a PR agency that could breathe fresh life into our campaigns. 2018 is also shaping up to be an exciting year for Zuru, with plenty of new ranges and brand extensions, so it’s vitally important that we ensure our communications team is as dynamic as our product range. We plan to significantly increase our investment in digital and PR activity, responding to the changing ways in which children consume media.”
Lesley Singleton, founder and managing director, Playtime PR added: “Naturally, we are thrilled to be working with Zuru. The brand is home to an array of different playthings, all of which provide trade and consumer markets with something new and interesting to get their teeth into. We’re hitting the ground running by taking forward some existing campaigns for Zuru, and starting to add our own gloss. Our strategy with all clients is about so much more than just delivering the essential pure product PR – we’ll be creating experiences and shining a light on some of the untold stories that can come out of the different brands too, helping cement them as must-haves for both retailers and children.”