Since introducing Rainbocorns to the global market in July, Zuru has recorded unprecedented sell-through worldwide.
This new range of collectible plush combines unboxing, unicorns, and sequins. Almost half a million of the innovative animal-themed plush have been shipped across the globe in the last three months. With sales exceeding expected volumes and targets, the excitement is building for the autumn/winter period and the lead up to the holidays is expected to see even higher volumes in store.
Aneisha Vieira, Zuru brand manager, commented: “Following the soft launch in the summer, we have experienced a double – and in some cases triple – digit increase in re-orders across all territories just one month later. Just one month in we were seeing Rainbocorns cited as a must-have Christmas item, nominated for various awards, and achieving completely staggering media impressions. The plush category has a strong and established heritage yet welcomes and celebrates innovation within it. Watch this space for more Rainbocorns as we move in to 2019.”
Every Rainbocorn comes in a bright pink mystery reusable egg. There are 12 different Rainbocorns based on six animals, and each comes in two designs – Puppycorns, Kittycorns, Hamstercorns, Bunnycorns, Unicorns and Monkeycorns – each of which comes with 12 unique sequin surprises.
Each Rainbocorn also comes with a baby Boo-Boocorn – a tiny collectible baby hidden in a secret egg. There are over 20 Boo-Boocorns to collect including the rare twin Boo-Boocorns.
The range is supported by a dynamic and integrated marketing campaign incorporating fresh television commercial, PR and digital content. The television commercial launched in August across satellite and terrestrial kids channels, featuring YouTube influencers Naiah and Elli Toys Show as well as Tic Tac Toys.
Digital content also follows the same YouTube influencers, and has been launched on their channels which have over 4m subscribers.
Finally, Zuru has utilised the robust narrative of the Rainbocorns and created an animated web series that follows the Rainbocorns on their adventures in Rainboville.