Aurora Sparkles with success

If you had told plush manufacturer Aurora when it first launched its Sparkle Tales range that in two years it would have grown to nearly 100 SKUs, the company may not have believed you. But with rapidly growing sales and demand for a wider offer, the Aurora Sparkle Tales range has been greatly extended for 2019. “Sparkle Tales has been a winning offer since day one; the unicorn craze in particular has continued to be exceedingly strong and sales have underlined the popularity of the concept. The range has come a long way since its launch two years ago, now consisting of nearly 100 SKUs. We also have plans to release an additional 40 plus styles later in Q3, so the future it very exciting,” comments Gary Stoner, Travel Retail Sales Manager, Aurora World. New additions to the range include: Unicorn – Additional styles have been added to the already hugely popular range including Unicorn keyclips in a variety of colours. Exotic Birds –Choose from Penelope peacock, Flavia Flamingo, Tropica Toucan, Calypso Parrot, or Jasmine Swan. Sea Life – No matter what Sea Life creature is your favourite, there is something for everyone in the Sea Life collection including: Narwhals, Penguins, Octopus’, Stingrays, Turtles, Crocodiles, Seahorses, and Clown Fish. Dragons – Additional colours are now available including dark green, dark blue, and black. Alpaca – A smaller version (7 inches) of the very popular Buttercup Alpaca. Fancy Pals – The ultimate girl gift– a sparkly unicorn in its very own handbag and a reversible dream unicorn cushion. Every SKU in the Sparkle Tales range is made of super soft, multi-coloured plush, making each toy a very special product. Adds Stoner, “Over the last 12 months, we have noticed consumers trading up, with the average price point increasing to a double digit percentage – over 13 euros and climbing! We know this is due to the Sparkle Tales range offering a real point of difference to regular plush. Consumers seem to be prepared to pay a little bit more to ensure they are buying a very special product.” Not only does Aurora have a very successful plush range, but it also provides the perfect merchandising unit, specially designed for travel retail. With a small footprint and the capacity to carry Aurora’s top 20 SKUs, it is ideally suited for high traffic areas to help boost plush sales. Comments Stoner, “The unit is a great addition to any travel retail store. Not only does it showcase the best of our products with price points from 10 to 20 euros, but it can also help increase impulse sales when placed in an area away from the toy department.”

January 31, 2019

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