PMS enjoys continued success with Elves Behaving Badly range

Published on: 28th January 2020

The company sold over 2m Elves in the UK last year.

PMS continues to enjoy tremendous success with its popular Elves Behaving Badly range, which is stocked by over 60 key accounts in the UK, including Tesco, Asda, The Range, Morrisons, The Works and many more. Wilko doubled its sales last year, and many other retailers grew their sales significantly as PMS sold over 2m dolls in the UK alone in 2019, in addition to a host of accessories and add-ons. Speaking exclusively to Toy World during the Hong Kong trip, director Paul Beverley commented: “We’ll be introducing a number of new lines into the Elves range this year, including Elves Pooey Friends, to capitalise on the enduring success of Stretchy Poo products. The very encouraging early sales commitments on the new Elf Candy Dummy on printed lanyard have taken us by surprise. However, we find that the core range continues to sell well year after year. Our retail partners continue to focus their selections around the core lines, and new additions give them the opportunity to freshen up their selection each year.”

Following on from the popular 2018 video featuring Louise Walsh which achieved huge online coverage for Elves Behaving Badly, a new promotional video featuring Joey Essex continued the brand’s strong social media presence last year. Paul told Toy World: “Joey Essex’s pranking video set in an office environment proved extremely popular in the run-up to Christmas, and incredibly, it’s still getting over 1000 views a day in January. It looks like the pranking season between Halloween and Christmas is here to stay.  The huge number of views definitely helped our retail partners to come out very clean in terms of stock – many retailers completely sold out before ‘Pranking Season’ officially started on 1st December. We enjoyed a great year in the UK, and the brand is now really expanding across the globe; Our Australian customers collectively trebled their opening orders for 2020 and we’re close to signing a substantial distribution agreement with a major player which will see the range enter the US market on a larger scale this year. There are also some very interesting developments on the licensing side, which we’ll be announcing soon. 2020 looks set to be another great year for the Elves Behaving Badly brand.”


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