Hunter Price has partnered with UK Greetings for a new Boofle product innovation strategy spanning its core product categories.

Hunter Price will develop and distribute hero plush, which includes a wide variety of scope, from its heritage knitted pup, celebration, seasonal and sensory, all in many sizes and fabrics.

When it comes to gifting, Boofle, the lovable knitted pup, is one of the go-to family-favourite brands and therefore will be a huge area of focus for Hunter Price. The team will be spearheading the creative product strategy to bring newness and innovation to this category, with huge growth potential over the coming years. From gift sets and decorations to travel mugs and hot water bottles, Boofle’s new gifting collections will be arriving in the retail market later this year.

A new category for Boofle, which Hunter Price will bring to life for the first time, will be across nursery, play and junior lifestyle products. The category, which has an organic and credible synergy with the hero plush pup, will be expanded across comforters, blankets, wooden toys, keepsakes, changing mats, storage, activity tables and more.

Another category and a key specialism for Hunter Price, is across reusable bags. From 100% recyclable shopper bags, to canvas and jute, UK consumers will soon be able to bag a Boofle bag for life.

The first ever Boofle greeting cards collection was created by artist David Blake in 2008 and over the years, the product offering has expanded across many categories. With more than 150m cards sold to date, Boofle is a hugely successful brand that will be strengthened through this new partnership with Hunter Price.

Allana Holmes, commercial director at Hunter Price, said: “We couldn’t be prouder to bring a little national treasure like Boofle into the Hunter Price family. He’s such a well-known character, one I’m sure has featured in so many of our households over the years. Boofle’s appeal spans so many generations, from grandparents to young children. It’s a brand which has a lovable, nostalgic and importantly, especially within the gifting space, represents great quality. We’ve been working away on the new Boofle collections which will be arriving in UK retail in time for the autumn/winter 2024 gifting season – and with so much scope across our brand-new nursery category, we can’t wait to showcase the growth opportunities with Boofle.”

Sandi Parisi, UK Greetings product director, commented: “The approach Hunter Price has presented for Boofle has got us very excited. We know first-hand how well loved and popular Boofle is with consumers, and we’ve always believed in the brand’s potential to grow beyond the Celebrations category. Hunter Price’s expertise across Home, Nursery and Lifestyle make them perfectly positioned to bring Boofle into these categories. We’re so excited about our partnership and can’t wait to see their plans come to life at retail.”