Moose Toys dominates Special Feature Plush category in US

Published on: 22nd November 2022

Moose Toys holds the top four spots in the category with Magic Mixies Magical Crystal Ball and Little Lives Pets Mama Surprise among the best sellers.

Magic Mixies Magical Crystal Ball holds top spot in the Special Feature Plush Category in the US.

Moose Toys is dominating the Special Feature Plush Category in the US with its toys taking the top four spots: Magic Mixies Magical Crystal Ball, Little Live Pets Mama Surprise, last year’s top mega hit Magic Mixies Magic Cauldron and Dance and Play Bluey, respectively, according to NPD.

Moose Toys is now the number one manufacturer for Special Feature Plush in the US, growing +375% vs YTD October 2021. In October, Moose accounted for 46% of the Special Feature Plush class dollar share.

Magic Mixies Magical Crystal Ball has followed the success of last year’s holiday sales sensation Magic Mixies Magic Cauldron, which also held top spot. Little Live Pets Mama Surprise securing the No.2 spot shows the brand’s ongoing popularity. The interactive, lifelike plush guinea pig delivers a new guinea pig baby every day for three consecutive days, and was launched in August last year.

“The enthusiasm for our disruptive approach to plush continues to grow. This is a great sign as we move into the traditional consumer holiday toy buying season,” said Ronnie Frankowski, chief commercial officer, Moose Toys. “Like last year’s Cauldron, Crystal Ball was named Creative Toy of the Year. Its sales are a clear indicator that the real magic it brings to play is resonating strongly with consumers.”

He added: “Mama Surprise has been a breakout hit with major online and traditional retailers placing re-orders to ensure the product is available throughout the gift giving season. With the enthusiasm for the product high, Mama Surprise is quickly becoming a ‘buy it when you see it’ top holiday toy.”

According to NPD, Moose’s Magic Mixies and Little Live Pets brands were among the top properties driving Plush to become the fastest growing Supercategory with +27% year over year growth for Q3 2021 to Q3 2022.

NPD data further aligns with what Moose has been experiencing with product sales and re-orders, reporting that over the last three months, Moose Toys had the top three fastest selling properties in Special Feature Plush, with Magic Mixies delivering the number one dollar velocity per item carried property, followed by Little Live Pets and then Bluey.


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