ZURU has unveiled Snackles in South Africa, a new range of cute and collectible plush brands with adorable characters with mini replica snacks based on some of the world’s biggest brands.
As one of the world’s largest award-winning toy manufacturers, ZURU has carved out a niche in the toy industry and captivates consumers with quality products. The collaboration with new partners and licensing agreements has seen the company tap into the expanding plush trend to develop the Snackles range.
Snackles are a super soft ultra squeezable plush that comes paired with a variety of mini brands and a comic origin story on how the Snackle fell in love with its snack. There are eleven to collect, available in multiple sizes with the super-size version at 45cm and 20cm, while the popular 35cm and 12cm small blind mystery box versions continued from last year.
The Snackles come paired with famous brands like Hershey’s, Krispy Kreme, Mentos, Froot Loops, Chupa Chups and Pringles to name a few.
“ZURU currently offers the most unique plushies and mystery boxes in the toy industry with Mini Brands and now with Snackles,” says Glenn Ambrose, Country Manager at ZURU. “Skilfully weaving unique designs with popular trends has seen ZURU attract a large and loyal following.”
“Partnering with established franchises, securing licences from popular brands and characters have given ZURU a stronghold of access to an existing fan base which in turn have significantly increased sales,” he explains “As a company we fundamentally understand innovation and contemporary popular culture.”
ZURU’s strategy of combining collectible trends with global licensing collaborations has been a powerful marketing tool, setting them apart from other toy brands.
Ambrose says that blind or mystery box collectibles continue to grow, from squishy characters to mini figures, ZURU continues to keep collectors anticipating their new releases. “The unboxing experiences have been paramount to the success, this in addition to the element of anticipation and surprise which makes these ZURU products so alluring,” he adds.
“These products offer more than just playtime, often social media users share their unboxing experiences and reviews and find themselves amongst a community of collectors,” he says. “Snackles for example are driving huge hype and a cult following on TikTok, with over 200 million views on the #Snackles.”
“The booming plush category of toys is not going anywhere anytime soon, Snackles outperformed the sales plans in its first week in market by 359 percent,” Ambrose explains. “In Australia, the Snackles brand generated over 10 million impressions in the first week of launch with almost a hundred thousand units sold four days before the roll-out.”
He notes that everyone is on the hunt for something new and the plush category remains at steady growth. “Snackles has secured the number one spot as a new plush brand in the US winning hearts of all ages, with the previous leading plush brand currently declining at minus 3.7 percent.”
“Snackles is a prime example of ZURU’s innovative approach to disrupt the category, core pillars on which we base our business model,” he concludes.
The range is now available for order in South Africa, contact Glenn Ambrose: [email protected]
