Universal makes plush push

New collaborations with market leaders Posh Paws International and Rainbow Designs will greatly expand the licensor’s plush toy offering in UK and Ireland

Written by Rhys Thomas

Posted 31.01.2019 | Toys

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Universal Brand Development has unveiled a raft of new collaborations with market-leading plush licensees Posh Paws and Rainbow Designs.

The deals mark a new strategic approach to the plush category in the UK and Ireland and part of what Hannah Mungo, Country Manager UK and Ireland for UBD, says are “ambitious plans” to grow its presence in the category.

“The plush category is often an entry point to our properties for young children,” Hannah says. “Posh Paws and Rainbow Designs are market leaders and experts in bringing animated characters to life through beautiful, high quality, authentic plush that children love and cherish. We look forward to collaborating with them as we drive forward with our ambitious plans to expand the category.”

Posh Paws International is the official plush partner for Illumination and Universal Pictures’ Despicable Me and Sing franchises, and has additionally picked up the plush rights for DreamWorks Trolls and DreamWorks Animation’s upcoming theatrical film Trolls World Tour, coming in 2020.

Rainbow Designs’ plush offering will span DreamWorks Heritage including Shrek, Kung Fu Panda and Madagascar, DreamWorks Baby, Universal’s Vault of classic movie and television brands and DreamWorks Animation’s feature film Abominable, which will debut in theatres in 2019.

UBD says it will further establish, manage and grow its European plush business through centralised development and sourcing in partnership with best-in-class licensees and manufacturers.

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