Demand soars for Wow! Stuff’s practical collectable brand K-Blings

The mini Chibi stylised characters that wrap around the weakest area of a cable, helping to prevent damage, have enjoyed a super rate of sale since their launch at the end of 2019

Written by Georgie Dobie

Posted 23.06.2020 | Consumer Product

Demand soars for Wow! Stuff’s practical collectable brand K-Blings thumbnail

Launched at the end of 2019, Wow! Stuff’s K-Blings – billed as 'the collectable that lives on your cable' – was only available from distributor Tobar and retailer Tesco. Nonetheless, the brand proved a sell-out success.

Sold in blind bags and five-packs with one mystery blind, K-Blings are mini Chibi stylised characters that wrap around the weakest area of a cable and protect the point they are most likely to fray or break. Collections can fill the length of a cable and turn any cable into a 'cable bracelet’ holding all your favourite brands. Tik Tok’ers are already personalising their cables with K-Blings and adding a dab of super glue to ensure anyone and everyone can see the brands they love and that the cable is theirs, thereby reducing ‘misunderstandings’!

Speaking of the brand’s success, Wow! Stuff’s commercial director, Dawn Lavalette, said: “K-Blings took us by surprise. They both sold out very quickly with a super rate of sale.

“As a collectable with a practical purpose, they protect and personalise your cables. It was a gamble for us – innovation often is. The collectables space is crowded but K-Blings are so different to anything else and while the target consumer is heartland boys and girls aged five to 12, we’re getting demand from tweens, teens and adults. In fact anyone with a phone, computer, headphones or shoelaces can collect and ‘wear’ their favourite character brand.”

Selling out in the Harry Potter brand in November 2019, from August 2020 more tier one brands will launch including Marvel, Disney, Pixar, DC and more.

Contact russ.winter@wowstuff.com or Leanne.royce@wowstuff.com for availability.

Royal Mail celebrates 100 years of Rupert Bear thumbnail

Royal Mail celebrates 100 years of Rupert Bear

Royal Mail, in collaboration with DreamWorks Animation and Universal Brand Development has launched a set of eight stamps to mark ...

Festival of Licensing unveils community and wellbeing programme sponsored by ViacomCBS Consumer Products thumbnail

Festival of Licensing unveils community and wellbeing programme sponsored by ViacomCBS Consumer Products

The online programme will feature three complementary elements: Family Friendly Dance & Yoga, Retro Workout Class, and Self-Care

APC Kids adds new international broadcast partners to CTC Media Kid-E-Cats thumbnail

APC Kids adds new international broadcast partners to CTC Media Kid-E-Cats

The company has secured a raft of deals across all three seasons of CTC Media’s hit pre-school animation show

Press Releases

Industry leaders join The Key Buyers Event: Digital Edition from 8-15 June thumbnail

Industry leaders join The Key Buyers Event: Digital Edition from 8-15 June

Jay Roewe, SVP of production for HBO, Erik Barmack, founder of Wild Sheep, Marc Lorber, SVP, international co-productions & acquisitions ...

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run