Following a successful retail launch in August, Pet Parade will be launching in all European markets later this year.
The brand has been backed by a marketing campaign including TV advertising, a digital campaign with kids’ website Pop Fun, girls press pages, parental seeding and a spot on the Toytesters.TV tour. The result has seen strong sales of both collectible puppies and their accompanying playsets.
With a full website to go with it and new characters to launch for spring, plans are now afoot to take the Pet Parade property into other sectors as part of a global merchandising programme.
Simon Hedge, managing director, GP Flair, said: “We are delighted with the launch of our Pet Parade collection. This is a GP IP and a great deal of development has been put into it. This has included the creation of all the cute puppy characters that kids can relate to. These Pet Parade puppies represent the most popular breeds of today and children definitely have their favourites. Next year we will be introducing even more characters each with their own stories to discover. This is definitely a comprehensive toy property that has longevity written all over it.”