Licensing.biz

Cats vs Pickles sets paws down in UK to mirror US success through plush and licensing plans

Cats vs. Pickles, an international children’s IP that has rocketed to fame on YouTube, is looking to mirror its US success as it prepares to set all four paws down on the UK’s shores this year.

Made available to the UK market through Paul Fogarty’s TWO IN 1 Direct, Cats vs Pickles will introduce its eclectic range that spans more than 100 different styles of Cat and Pickles collectable plushies, Kitty Condo Habi-cats, themed special editions, Jumbo Plush, character pillows, and more.

It follows a soft launch for the brand here in the UK that, through a limited roll-out of the collectable plush range before Christmas, was met with ‘an impressive response,’ and reports of retailers selling 1,500 units within just a few weeks.

In the US, the demand for Cats vs Pickles has been driven by a large volume of bespoke online content created by Cepia. Short form video content on YouTube has generated more than 110 million views from a global audience, with more than 16 million views in the UK alone.

According to Fogarty, average sales of the Cats vs Pickles range have hit over 30 units sold per week, with many major outlets hitting as high as 50 units per store, per week.

Fogarty said: “Cats vs. Pickles is a long-term brand with much more to come from the range later in the year, including licensing. Cepia will be supporting the collection with a comprehensive and heavy marketing schedule, including TV, pre-roll and influencer activity. It’s going to be big.”

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