Gifts Today magazine

Hallmark launches Disney Itty Bittys

Frozen, Beauty and the Beast, and Disney Princess licenses added to Hallmark’s plush toy range

Following the massive success of Hallmark’s Itty Bitty franchise in the UK, Disney characters are joining the itty bitty family from October.

The first Disney doing to the popular plush toys range include Belle and the Beast from Beauty and the Beast, Frozen’s Anna, Elsa, Sven & Olaf and the Disney Princesses.

Esther Key, Licensing Manager at Hallmark said: 'The addition of some of Disney’s best loved and popular characters is a massive boost for the Itty Bitty franchise, which has continued to grow since we launched it In the UK in 2015. We’ve seen them fly off our retailers’ shelves and, with Disney now in the range, we know the appeal and collectability will continue to grow, especially with the exciting film release calendar lined up next year. The marketing is fun and engaging too, with things like wish lists and use of social media, something we expect will appeal to Disney fans nationwide.'

Hallmark & Disney have been working closely together since being awarded the Disney cards and GP contract in 2016. The extension into plush is a natural next step as the two join forces to create a one stop Disney shop for retailers to give them something unique for fans young and old.

Hallmark has a full marketing plan behind growing the property, with links to major film releases as well as utilising social media to boost fan bases. This includes a dedicated Instagram page and social media tool kit for Itty Bitty stockists. For independent retailers there is an Itty Bitty collectors club, which gives retailers exclusive access to some characters as well as dedicated retail displays and point of sale to attract new footfall.

Esther added: 'We’ve had a fabulous response from our retailers with many seeing additional footfall driven by Itty Bitty’s, helped by our marketing activity which has included TV Advertising and regular features in national gift guides.'

Stock for the 15 new Disney characters will be available from October.


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