The launch campaign for the collectible plush brand kicks off with TV at the beginning of July.

Sweet Pups are cute and cuddly puppies with the ability to transform from realistic-looking pastries into adorable plush. There are 12 puppy breeds to collect, and four different patisserie scents to enjoy.

Developed by Premium Toys, Sweet Pups proved popular at trade fairs earlier in the year, and pre-launch social media has seen fans trying to get hold of them via online and press competitions.

However, the wait will soon be over as stock has now arrived in the UK.

Available to order from Trends UK and Wind Designs, Sweet Pups launch at retail this month, priced around £7.99 srp.