Gifts Today magazine

Shopkins' Sales Soar

Bulldog Licensing reveals October saw the brand record its best week ever.

Retail success for the small and super-cute range of figures was boosted by the eagerly awaited release of Shopkins Series 6 – Chef Club – which has pushed YTD sales over 5 million units. In 2016, retail sales for the Shopkins brand are now expected to reach £120 million – double the figure for 2015.

Shopkins is now the biggest girls’ brand in the UK toy sector, but success is not confined to this category. The Chef Club DVD from Universal is also recording wins in the kids chart, coming in at No.4 and holding its place –despite strong competition from the likes of Barbie and Lego.

Shopkins is present in a host of other categories, through major licensees such as 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), H&A (health and beauty) and Whitehouse Leisure (amusement plush).

'Shopkins is doing phenomenally well across all areas and just keeps on growing,' says Bulldog Licensing Manager, Vicky Hill. 'This has been the first year for all our licensee partners to have product on the market, and we are delighted with the results.'


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