Zuru 5 Surprise growth driven by themed collections

Published on: 5th February 2020

The company is set to launch two new collections this month. 

A strategy to streamline its collectible capsules range has led to a double-digit growth for the 5 Surprise brand, according to the manufacturer Zuru.

This month sees the launch of the newly themed 5 Surprise Dino Strike line and the second series of Unicorn Squad which features all-new glitter characters.

Over 20m capsules have been opened worldwide since the 5 Surprise brand was brought to market three years ago. Since 2019, Zuru has focused on offering themed surprises within the range following the huge success of the US launch of Mini Brands and global sales of 5 Surprise Unicorn Series 1. 5 Surprise sales in the UK alone are performing at +60% YOY with the Unicorn range receiving double the orders of previous standard lines.

“We’ve two new collections hitting UK shelves this month”, said Erika Sava, senior marketing manager, Zuru. “While the innovation of the segmented capsule will always be at the heart of the product, children now get five layers of themed surprises to collect. The design continues to offer children multiple unboxing and reveal elements but is now driven by combining this with the appeal of popular themes. We’ve restructured the range so that children now have more opportunity to complete their collections whilst the themes remain popular and current.”


Sainsbury’s reports substantial drop in Argos sales

Bluey to launch second series on CBeebies and BBC iPlayer

Exclusive: Schleich unveils new global brand strategy

New Paddington Bear Ty Beanie Baby launches at Hamleys

Exclusive: Working with Kayes of Cardiff

Exclusive: Learning Express visits Toymaster

Monster High: The Movie trailer drops as premiere date revealed

Nigel Kay joins Creative Kids as head of Sales, UK

Curious Universe celebrates inclusion in The Sunday Times 100

Exclusive: Casdon and Joseph Joseph cook up success together