Gifts Today magazine

Boofle turns 10!

In the Chinese Year of the Dog, UK Greetings’ knitted pup Boofle, celebrates his tenth anniversary

An established greetings card success across the high street and with a host of new product launches and activities planned, 2018 is set to be an exciting milestone for this adorable brand.

Boofle’s popularity has grown considerably since his debut on the high street and consumers interact with him across a number of touch points – in-store and also online, Apps and through his loyal fan base of over 1.2 million engaged friends on social media.

Jill Alexander, Marketing Communications Director, UKG, explained: '2018 is going to be an amazing year for our very popular and extremely cute brand. Boofle’s characteristics engage with a wide variety of consumers and his appeal is universal - his personality and individuality shine through in any situation and consumers immediately connect and relate with him.'

A key part of Boofle’s success is a result of continuous product development and 2018 is no exception. Leading the way with a fresh contemporary new style are three new ranges of greeting cards, each with distinct fresh looks, including all new floral and polka patterns, fun and relevant imagery, gold foil and flitter and new innovative formats. Alongside these new cards, UKG are launching a co-ordinating gift packaging collection including flat wrap, roll wrap and bags.

To support the Anniversary UKG have a very exciting calendar of events planned across all platforms incorporating retailer initiatives to drive sales in store plus competitions both at store level and direct to the consumer on Boofle’s social platforms. There will also be an anniversary animation and the website will have a complete makeover.

Boofle greetings card sales continue to soar at retail with over 70 million cards sold to date. There are now more than 700 card designs available in multiple formats, styles and imagery across everyday and seasons. The range features in over 12,000 stockists across grocers, high street specialists and thousands of independent stores.

Targeting a multi-generational audience, the property’s licensing programme is also flourishing. Current highlights include ladies nightwear, babywear, dated lines, gifting and personalised greetings with a number of new licences are currently in the pipeline.

Alicia Davenport, Licensing Director at DRi said: '2018 is going to be a really big year for Boofle - 10 years on and a huge success at retail, the brand is an exciting and very relevant proposition in today’s extensive cute market and we can’t wait to see the new ranges hit stores.'

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