Latest plush line, Scruff-a-Luvs, to feature in emotive marketing campaign centred on helping animals in need this autumn/winter.

Scruff-a-Luvs is a new range of six plush characters based on the heart warming videos of homeless scruffy pets being adopted, cared for and brought back to full health and happiness. When kids adopt their pet, it arrives as a sad ball of matted fur, but once they wash, dry and groom their Scruff-a-Luv, they reveal its inner beauty and whether it’s a dog, cat or rabbit.

This Christmas, Worlds Apart has partnered with the RSPCA to help animals in need across England and Wales. For each Scruff-a-Luv purchased, Worlds Apart will donate part of the proceeds to the RSPCA, so that real animals can find their ‘furever’ homes.

Logan Stone, head of brands and marketing at Worlds Apart, commented: “Scruff-a-Luvs is all about animal rescue and adoption, showcasing how you can discover the true beauty and personality of an animal with a little bit of TLC. We wanted to be able to give back to a cause that inspired the brand, which is why we are so thrilled to have partnered with the RSPCA.  It will be lovely for us and our consumers to know that every Scruff-a-Luv purchased will be helping to save the lives of real animals.”

Ellen Camillin, licensing manager at the RSPCA, added: “When Worlds Apart approached me to ask if the RSPCA would like to team up with Scruff-a-Luvs I was delighted. Not only will this bring in much needed funds to help animals, they are also the perfect fit for the RSPCA. We believe all animals are beautiful and would urge people to look beyond their appearance to see their amazing personalities. We care for animals of all shapes and sizes in our animal centres. They all have their own unique personalities and are looking for a new family to care for them and give them a forever home – just like the Scruff-a-Luvs.”

The RSPCA partnership will consist of on-pack endorsement, PR, influencer activity and social media support from the RSPCA throughout autumn/winter 18. This charity licensing partnership will form part of the overarching marketing campaign which will also include a launch activity, 1000 TVRs campaign, celebrity influencer activity and digital marketing.