Classic 1980s Garfield plush makes a comeback

Aurora World bringing back popular suction cup toy, as brand sees merch sales leap 340 per cent year-on-year.
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With the market for Garfield goods booming, Aurora World is bringing a popular 1980s plush back with a modern twist.

The suction cup toy – ideal for car windows – includes a head-turning feature and demonstrates Garfield’s “power of Catitude”, says the company. It joins three other fresh plush toys: eight-inch, 11-inch and 15-inch variants.

“Aurora has high expectations for the new Garfield licence,” Mark Hilder, product development manager, told ToyNews. “The plush toys have a great look and feel to them, perfectly capturing the essence of Garfield’s character.

“With the demand for retro/vintage characters and new consumers attracted via the films, timing is right. The plan is to extend the range with different prices and poses.”

The range is being offered to independents, particularly those with a focus on comics and retro, as well as national retailers like Hamleys and Harrods.

Licensed Garfield merchandise sales leapt 340 per cent year-on-year in the first half of 2012 alone, and the UK representative for Garfield is confident this demand will continue.

“There can't be many brands in the current environment showing growth like that,” said Rob Corney, managing director of Bulldog Licensing. “The TV viewing figures on Boomerang are staggering and that gives us an opportunity to grow areas like stationery, apparel, back pack stationery and novelty toys.

“Garfield has huge growth potential with kids, and the Aurora line is really high quality.”

Aurora: 01256 374260

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