Zuru celebrates success of new 2023 lines

Published on: 5th September 2023

Zuru reports that its new 2023 launches are ‘smashing targets’, with sales of Snackles, X-Shot and Mega Gross Minis all exceeding expectations.

Zuru has announced that sales of its new AW 2023 brand launches, which includes Snackles, as well as X-Shot Insanity and Mega Gross Minis, are all “smashing targets”. UK & Ireland general manager, Will Collinson, said that within the initial four-week launch period, each of these ranges clinched top positions in Amazon’s new releases, bestsellers and most coveted categories.

With the new products delivering almost twice the initial forecasts, Zuru continues to work closely with all of its retail partners to meet demand, whilst also continuing to focus on disruptive and innovative designs to shape new range development and ongoing marketing strategies.

As a result of its dynamic digital approach, Zuru’s online presence has amassed a staggering 49m views on individual TikTok channels across these new launch brands. This success, bolstered by partnerships with globally recognised influencers, has sparked organic sharing and traction amongst target audiences. Notably, UK influencer Rhia Official has attracted four million views for her Mega Gross Minis content on YouTube alone. Additionally, a single TikTok post featuring X-Shot Insanity garnered 11.5m views and 1.9m likes.

To date, paid promotions on platforms like TikTok and YouTube have raked in over 16m views, with further campaign bursts planned for the Q4 period. In addition to the new brand launches, Zuru’s best-selling Mini Brands is exceeding sales forecasts with Series 4 of the miniature collectibles dominating the miniature toys space and continues to maintain the No.1 spot in Miscellaneous Toys YTD (according to Circana, UK Retail Tracking, value sales, YTD July 2023).

“The initial launch phase is always crucial, and the early data already showing that our new ranges are smashing targets is very encouraging, especially in such a dynamic trading environment”, commented Will. “Feedback from retailers, five-star reviews from consumers, and organic social engagement from one of the UK’s top influencers collectively testify to the demand for toys that are not only fun and progressive, but also affordable. It’s clear we have some winners on our hands, and we’re excited to see what the remainder of the year brings.”

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