Toy World caught up with Danny Kishon, who heads up Cepia’s UK distribution arm, to hear what’s been happening so far this year.

“Collectible plush is a hot category at the moment, and we’ve been delighted with the brand’s performance this year,” Danny tells us. “Cats vs Pickles has evolved into a broader ‘versus’ world. The original brand has been extended with the addition of hundreds of new designs; new sizes such as Chonks and new directions such as Kittens vs Gherkins (baby pairs that come with a crinkle blanket). In addition, a brand new range – Dogs vs Squirls – is also being introduced in Bean, Chonk and Jumbo sizes.”

Dogs vs Squirls is a battle for the backyard between naughty squirrels and canny dogs. The same combination of great designs, humour, online videos, TV spots and social media that made Cats vs Pickles such a success is being replicated with the new launch. Even before the marketing activity kicked in, sales were running at around 50% of Cats vs Pickles, so the brand is off to an encouraging start.

Looking ahead, January will bring the launch of Bears vs Donuts as the ‘versus’ world continues to expand, with more titles launching throughout 2023.

We asked Danny how the brand is performing in the domestic US market, and what this means for the UK and the rest of the world.

“The ‘versus’ world is a year ahead in the USA, and it has had a very strong year, with close on double digit sales per store per week on each SKU,” he explains. “What’s clear from the US is that the range appeals to both kidults and kids, and we’re seeing a large amount of cross sales across the different sub-brands. Launches as far apart as Asia, Australia and Canada, as well as here in Europe, have all been successful and we expect to see the US pattern recreated around the world.”

Danny advised that retailers can maximise on sales by having a strong in-store presence. “Whether it’s the right on-shelf layout, using FSDUs or Gravity Feeds, we have seen sales increase – or drop – by over 35% depending on the quality of the point of sale display,” he tells us. “Cepia creates demand, but it’s the partnership at retail which drives sales.

UK PR agency Norton PR has been enlisted by Cepia to drive a high-profile influencer outreach programme of activity in the run up to Christmas for the Versus World.

Cepia is also excited about Pop Art Soft. The US had had major backing from Walmart for the launch of the brand, which combines striking Pop Art Designs on three different sizes of elephants. Beans in the feet make them posable, and product is just arriving in the UK.

2023 will see the ‘versus’ World expand, while Pop Art Soft will be extended into new animals and designs. “We also have some exciting new product concepts launching, which we will be sharing in the coming months,” adds Danny.