ZURU to dominate plush toys with launch of Snackles in SA

ZURU has unveiled Snackles in South Africa—a new range of cute and collectible plush toys featuring adorable characters paired with mini replica snacks based on some of the world’s biggest brands.

As one of the world’s largest award-winning toy manufacturers, ZURU has carved out a niche in the toy industry and captivates consumers with quality products. Collaborations with new partners and licensing agreements have allowed the company to tap into the expanding plush trend, leading to the development of the Snackles range.

Snackles are super-soft, ultra-squeezable plush toys paired with a variety of mini brands and a comic origin story on how each Snackle fell in love with its snack. There are eleven to collect, available in multiple sizes, including the super-size version at 45 cm and 20 cm, and the popular 35 cm and 12 cm small blind mystery box versions.

The Snackles come paired with famous brands like Hershey’s, Krispy Kreme, Mentos, Froot Loops, Chupa Chups, and Pringles.

Unique Plushies and Mystery Boxes

“ZURU currently offers the most unique plushies and mystery boxes in the toy industry with Mini Brands and now with Snackles,” says Glenn Ambrose, Country Manager at ZURU. “Skilfully weaving unique designs with popular trends has seen ZURU attract a large and loyal following.”

“Partnering with established franchises and securing licenses from popular brands and characters have given ZURU strong access to an existing fan base, significantly increasing sales,” he explains. “As a company, we fundamentally understand innovation and contemporary popular culture.”

ZURU’s strategy of combining collectible trends with global licensing collaborations has been a powerful marketing tool, setting them apart from other toy brands.

Ambrose notes that blind or mystery box collectibles continue to grow. From squishy characters to mini figures, ZURU keeps collectors anticipating their new releases. “The unboxing experiences have been paramount to the success, in addition to the element of anticipation and surprise, which makes these ZURU products so alluring,” he adds.

“These products offer more than just playtime; often, social media users share their unboxing experiences and reviews and find themselves among a community of collectors,” Ambrose says. “Snackles, for example, are driving huge hype and a cult following on TikTok, with over 200 million views on #Snackles.”

Plush Category Growth

“The booming plush category of toys is not going anywhere anytime soon. Snackles outperformed the sales plans in its first week in the market by 359 percent,” Ambrose explains. “In Australia, the Snackles brand generated over 10 million impressions in the first week of launch, with almost a hundred thousand units sold four days before the roll-out.”

He adds that everyone is on the hunt for something new, and the plush category continues to experience steady growth. “Snackles has secured the number one spot as a new plush brand in the US, winning hearts of all ages, while the previous leading plush brand is currently declining at minus 3.7 percent.”

“Snackles is a prime example of ZURU’s innovative approach to disrupt the category—core pillars on which we base our business model,” Ambrose concludes.

The range is now available for order in South Africa. Contact Glenn Ambrose at glenn@zuru.com.

Press Release Submitted By:

• Company Name: ZURU
• Person: Glenn Ambrose, Country Manager
• Contact Email: glenn@zuru.com