Gifts Today magazine

Tsum Tsum toy craze hits Britain

Disney is launching Tsum Tsums in Britain this week. The cuddly toys have already proved a hit with children and teenagers in Japan and the United States.

The toys are supported with a Candy Crush-style game, downloadable for iPhone and Android phones. Higher scores are reached as more Tsum Tsums are eliminated. As they progress through the game, players collect Tsum Tsums, which then offer special abilities and in-game help. Since its launch the Tsum Tsum app has topped the Apple and Android charts in Japan and has been downloaded more than 14 million times.

In Japan there were chaotic scenes with millions of the tiny toys selling out in days. When the toy was introduced in America Disney stores found themselves having to restock straight away after desperate parents emptied the shelves.

Part of the toys’ appeal is the way in which they can be stacked and arranged to fill any space. Instagram, Pinterest, Facebook and Google are awash with images of fans’ collections, arranged in their rooms.

“We’re expecting a mad rush when the toys go on the shelves here,” said Clintons spokesman Tim Fairs, the shop exclusively stocking them. “This definitely brings back memories of Beanie Babies, Pokemon and Bey Blades.”

The Tsum Tsums (pronounced "tsoom tsoom" and translated from the Japanese meaning “stack stack”) are collectable toys of varying sizes that children place one on top of another.


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