Zuru hails strong 2023 performance

Published on: 12th February 2024

Zuru, the company behind 5 Surprise, X-Shot and Snackles, reports that it enjoyed a strong performance in Collectibles, Blasters and Plush in 2023.

The company has announced that, although 2023 saw sales within the total UK toy market down -5% YOY, Zuru outperformed this, reporting sales at -3%. The company also confirmed its position as a top-six corporate manufacturer in the UK market for 2023 according to Circana Retail Tracking Service, UK, Value Sales, YTD Dec 2023.

Best-selling miniature collectibles brand 5 Surprise was the No. 1 property in Miscellaneous toys for 2023 and was named as the No. 35 property for the same period.

With value and innovation core to its design and development processes, Zuru has become a world-class leader in the Blaster category. 2023 saw the company positioned as the No. 2 corporate manufacturer in all Blasters/Shooters and Accessories, thanks in part to the introduction of its new modular blaster range, X-Shot Insanity. X-Shot Insanity jumped straight to the No. 3 property spot within Blaster/Shooters and Accessories following its summer launch and was cited as the No. 1 new property in this subclass in 2023.

Also proving a hit for the business was the launch of Snackles, a range of cute, collectible plush featuring some of the world’s hottest licensed snack brands. The brand was the No. 1 new property in the total Plush category and No. 8 new property in the total UK toy market for 2023.

To find out more about Zuru’s ranges, visit the website here or contact


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