MGA Entertainment’s newest plush brand, Fluffie Stuffiez is available now and builds upon the company’s legacy of innovation.
Featuring a cast of huggable, lovable, fluffy plush characters with big personalities, the new line offers the experience of unboxing, collectability, ASMR, fidget and fun. Fluffie Stuffiez is a soft and fluffy all-in-one plush toy with three ways to play: kids can pull it, reveal it and stuff it. After removing the Fluffie Stuffiez from the soft, squishy bag, users pull out the outer layer of its fluff to reveal the surprise character underneath. The pulled-off fluff is stuffed into the squishy bag, which becomes a second toy made from the loose fluff for squishy, tactile fun. This unique innovation features patent-pending fabric fur and brings something new to the Plush category.
“MGA Entertainment has a strong track record of innovating new brands that consumers love, like L.O.L. Surprise!, Rainbow High, Bratz and MGA’s Miniverse,” said Isaac Larian, founder and CEO of MGA Entertainment. “The launch of the new Fluffie Stuffiez plush line builds upon our incredible legacy of innovation. We’ve built 13 brands from scratch that have reached more than $100m in sales, and we are confident that Fluffie Stuffiez is the next big brand to be added to that list.”
Targeted at kids ages 6-9 years old, Fluffie Stuffiez has six families of plush to collect – Rainbow, Unicorn, Treats, Bear, Axolotl and Sky – each with a surprise character hiding underneath the first layer of fluff. Select characters range from rare to ultra-rare, like the rainbow-coloured Scout Bear, making them especially collectible and fun to find. Each family has one or two different characters which can be revealed and each character comes in a small and large size with a special hang-tag sharing a quote which speaks to their unique personalities.
Michelle Lilley, vice president Marketing – EME at MGA, said: “We are thrilled to welcome Fluffie Stuffiez to the MGA family. A huge amount of research and innovation has gone into creating this collection and we are so excited for it to hit the shelves. Fluffie Stuffiez will take the plush toy market to another level while incorporating the ASMR movement and appealing to children’s love of collectability and customization.”
On average, it takes about 30-45 minutes to fully pull a small plush to reveal the surprise character underneath and around 1-1.5 hours for a large plush. Fans are encouraged to customise them in different ways and have the freedom to pull off the fluff in fun shapes or designs, such as giving their characters colourful mohawks or mustaches.
To learn more about Fluffie Stuffiez, visit the website here. Fans can also engage with the brand on Instagram and TikTok.
Fluffie Stuffiez is available now.
