Moose Toys raises £110,000 for RSPCA with Scruff-a-Luvs

Published on: 20th February 2020

Moose Toys brokered a partnership with the RSPCA back in 2018 to coincide with the initial brand launch.

Moose Toys has revealed its Scruff-a-Luvs partnership with the RSPCA has raised over £110,000 to date, helping the charity care for real animals in need.

The ‘Find us Scruffy, Make us Fluffy’ concept of Scruff-a-Luvs products resonated so well with the RSPCA, the UK’s largest animal welfare charity, that Moose Toys brokered a partnership back in 2018 to coincide with the initial brand launch.

Scuff-a-Luvs is the range of plush pets based on the heart-warming social videos of homeless scruffy pets being adopted, cared for and brought back to full health and happiness. The ‘Rescue and Reveal’ messaging of the brand is designed to encourage children to understand the importance of nurturing animals, no matter what they look like.

Having initially launched in summer 2018, last year saw new varieties introduced to the Scruff-a-Luvs Rescue Centre including October’s launch of the first ever water safe electronic toy, Scruff-a-Luvs Real Rescue, supported by Dr James Greenwood from CBBC’s The Pets Factor.

James Jackson, head of corporate partnerships at RSPCA, said: “The partnership with Moose Toys has been a real, tangible success. As a charity, we hope to create a future which is kind and compassionate to animals and believe this begins with education. The toys help to teach children about responsibility, as well as highlighting the importance of animal rescue. The money raised from Scruff-a-Luvs to date has been fantastic. To put the £110,000 into some perspective, this amount could provide over a year’s worth of food for five of our animal centres. With five animal centres taking in an average of over 2,000 animals a year, that’s a lot of full tummies.”

Logan Stone, head of marketing for Europe at Moose Toys added: “We’re really proud of the difference our partnership with the RSPCA has made for real animals in need of rescue. The play pattern of Scruff-a-Luvs shows children how they can take an active role in rescuing an animal through grooming, nurture and care and it’s great to be able to give back to the cause that inspired the product. We’re really looking forward to working with the RSPCA again in 2020.”


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