Bush Baby World has enjoyed one of the most successful launches in Golden Bear’s 38-year history.
A new concept for girls, Bush Baby World centres around the plush Bush Babies which feature a patented system that enables children to wiggle the eyes and waggle the ears. The toys are accompanied by a new series of animated webisodes.
Barry Hughes, managing director of UK-based Golden Bear, said that retailers were reporting that Bush Baby World was their biggest selling range last week, and that they were already out of stock on most SKUs.
He commented: “We encourage retailers to get their orders in as soon as possible as we will be having to allocate stock across the range.”
The initial webisodes and commercials were viewed over 600,000 times in their first four weeks and Golden Bear has already taken steps to increase its factory base to meet capacity.
Barry added: “Given the digital engagement we saw with the Bush Baby World webisodes we anticipated a good start, but the first week of sales has blown us away. There is unprecedented demand and we will be receiving new shipments in the country by the end of September so we would urge retailers to take action now. This has been one of the most amazing launches in our history and we predict that Bush Baby World will be a worldwide success, with the range being rolled out in various international markets in August.”
“We are investing heavily in marketing across media channels including TV, digital and social from launch,” added Barry, “and a cinema campaign will roll out in October.”