Retail sales already almost as high as the Chocolate Rabbit Family, the brand’s most iconic and best-selling character set.

Epoch making toys has announced that its new Sylvanian Families Elephant Family has been a major hit with consumers. The new Elephant Family is also proving hugely popular amongst UK Sylvanian Families fans on social media, with over 2,275 likes and positive comments across Facebook, Instagram and Twitter.

Neil Bandtock, Epoch’s MD, commented: “We’re having a very strong year with Sylvanian Families already, but now the new Elephant Family has become the fastest-selling family within the range for the last 20 years. We knew the elephant characters were cute, and would be popular with consumers, but we hadn’t anticipated this level of response. It has also taken our retail partners by surprise, not just in the UK – we’re now struggling to meet demand worldwide.”

Scott Norman of The Entertainer commented: “We’re having a great year with Sylvanian Families, with YoY sales up over 25%. The new Families are selling well, with the new Elephant Family the star performer so far.”