Moose releases Scruff-a-Luv campaign update for National Dog Adoption day

Published on: 25th October 2019

Since the RSPCA partnership with Moose’s Scruff-a-Luvs began two years ago, over £60,000 has been raised.

On World Animal Day, 4th October, Scruff-a-Luv Real Rescue campaigns launched in the UK and US. Dr James Greenwood from CBBC’s The Pets Factor and Herchy Boal from RSPCA took to social media and radio airways across the nation to spread awareness of charity’s Adoptober campaign and Scruff-a-Luvs Real Rescue, promoting the important role a pet can play in teaching children how to care for animals. For every Scruff-a-Luvs toy sold, a portion of the proceeds go straight back to the RSPCA to help real animals in real rescue situations. Since the RSPCA partnership with Scruff-a-Luvs began two years ago, over £60,000 has been raised for the charity.

“We’re really grateful to Moose Toys’ ongoing support of the RSPCA, helping us to continue to improve the lives of all animals across the country,” said Ellen Camillin, senior corporate development manager at RSPCA. “Scruff-a-Luvs teaches children and their families about the importance of adopting a pet and showing compassion to animals, a core belief of the RSPCA. Raising over £60,000 to date through its toys is an incredible achievement, which has enabled us to continue to rescue, rehabilitate and re-home thousands of animals.”

Recently featured across UK national press, Hamley’s included Real Rescue in its Hot Toys for Christmas list amongst the industry’s hottest and most wanted gifts. Real Rescue has also just been awarded the Editor’s Choice accolade from MadeForMums for ‘best soft toy’. Scruff-a-Luvs Real Rescue is a new unique electronic dog or cat toy that provides children with the experience of adopting and nurturing a rescue pet of their own.

In the US, Bethenny Frankel joined Scruff-a-Luvs and the ASPCA to kick off Adopt a Shelter Dog Month to raise awareness and celebrate the latest toy innovation. She attended the special kick off Scruffy-to-Fluffy ASPCA event in New York, complete with grooming van and lounge, with her two rescue dogs along with locals, toy influencers and press. The Adopt a Shelter Box Month campaign has seen momentum continue to build, with Scruff-a-Luvs partnering with The Ellen Show for her latest Be Kind. by ellen box. Scruff-a-Luvs will be donating $100k to the ASPCA on behalf of her subscribers, bringing donations to a total of $250,000 across the past two years.

Scruff-a-Luvs first hit shelves last year and was welcomed with immediate success. The toy received the coveted Plush Toy of the Year award from the UK Toy Industry Awards 2018. Real Rescue is the first ever water-safe electronic plush and brings the magic of Scruff-a-Luvs to life electronically, with 35 lifelike features and sounds. Immediately upon opening the packaging, the ball of matted fur begins to shiver and whimper, but once its new owner takes it ‘from scruffy to fluffy’ with a bath, the rescued plush becomes a loyal pet dog or cat for life.

Young pet enthusiasts can adopt their own Scruff-a-Luvs Real Rescue online and at retailers nationwide. For more information, visit, follow @scruffaluvs on Instagram or go to People can also learn more about pet adoption and find a local rescue centre by visiting RSPCA at


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