Worlds Apart celebrates new year Scruff-a-Luvs success

Published on: 6th February 2019

Named Plush of the Year at London Toy Fair, and No. 1 plush in December 2018 (NPD), sales of the toys have raised £45,000 to date for the RSPCA.

Following a phenomenal launch year in 2018, the rescue and reveal plush line Scruff-a-Luvs, from Worlds Apart, has started 2019 on strong footing.

The nurturing toy proved to be popular come Christmas time, scooping No. 1 plush item for December according to NPD figures. Scruff-a-Luvs was also the No. 3 plush for the year overall, despite having launched only halfway through 2018. The ‘Find us Scruffy, Make us Fluffy’ concept saw the toy take home the Plush of the Year Award at London Toy Fair, while Worlds Apart has now revealed the RSPCA partnership established at launch, which sees sales proceeds donated to the charity, has so far raised £45,000.

Ellen Camillin, licensing manager at the RSPCA, commented: “We have been amazed by the runaway success of the Scruff-a-Luvs’ partnership with the RSPCA. Not only have these adorable toys championed our key messages of compassion and kindness to animals, but the £45,000 they have raised will be invaluable in helping us continue our vital work.”

Worlds Apart has announced that the charity partnership will continue into 2019, with the aim of raising further funds from sales of new Scruff-a-Luv varieties this autumn/winter.

Logan Stone, head of brand and marketing at Worlds Apart, added: “We are thrilled with the success of Scruff-a-Luvs and have some exciting plans for the year ahead and beyond. Helping children to appreciate the importance of caring for and nurturing pets, however they may appear, is a core part of the product for us. Our partnership with the RSPCA has really helped to drive that message home. We’re so pleased to have been able to raise the amount we have and look forward to continued success together this year.”

The success of Scruff-a-Luvs in 2018 has instigated a two-year programme of new product development at Worlds Apart, with the company seeking to inspire more children with further varieties of the toy.


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