Gifts Today magazine

Shopkins sales soar

Sales and growth of licensed accessories, greetings, stationery and more continues to climb as Shopkins toy lines hit new heights

Following recent news from Moose and GP Flair about the continued success of the Shopkins toy range, the property’s licensing agent, Bulldog Licensing, has reported that the merchandising programme is also gaining pace across the board in multiple sectors.

The latest sales data from NPD reveals that the red hot girls’ brand recorded the UK’s second highest toy sales figures in March – beaten only by Star Wars.

Distributed in the UK by GP Flair, the toy range not only included the phenomenally popular figures and playsets but also Cool Cardz, Shaker Makers, plush and stuffed toys and now boasts the UK’s third biggest toy sales (behind Star Wars and Lego Star Wars) for 2016 to date.

“The success of our Shopkins lines continues to grow,” said Nic Aldridge, Marketing Director, GP Flair. “The figures are imaginative and irresistibly collectible and have everything that the fans want. The continued innovation from Moose also keeps the brand fresh and exciting, which has added to the longevity that this brand is now showing.”

Shopkins is now the biggest girls’ brand in the UK toy sector, but success is not confined to this category. Licensing agent Bulldog Licensing has secured deals with major licensees in a wide range of sectors. Licensees include Gemma (party goods), Fashion UK (apparel), Aykroyds TDP (nightwear and underwear), Spearmark (lunchware, tableware, drinkware and lighting), Topps (collectible and trading cards), VMC (headwear, scarves, sunglasses and more), Blueprint (stationery), Character World (bedding, inflatable chairs and beanbags), Danilo (greetings cards, wrap and calendars), DJ Murphy (magazines), Winning Moves (games), Icon Live (jewellery and hair accessories) and Whitehouse Leisure (amusement plush).

“Shopkins is a phenomenon, so I’m not at all surprised by this strong toy performance,” added Bulldog MD, Rob Corney. “We’re also seeing very strong sales in soft lines, publishing, accessories and more. It’s showing incredible growth across all areas and, judging by the amazing developments we’ve still to reveal, the best is yet to come!”


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