Puppy love: Studio Pets talks its latest plans for the licensing space...and it's going to get cute

Having delighted fans of all things cute and furry for a number of years, Studio Pets is making its move into the licensing space with a new line of plush, collectables and more. Licensing.biz talks to Myrna Huijing, owner and director of Studio Pets to find out the latest.
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Can you talk us through the Studio Pets concept, what is the idea behind the brand?

Studio Pets is the ultimate pets imagery brand. Studio Pets are cute baby animals photographed in our own studio. The animals are photographed with stylish fashion accessories and they become Studio Pets Supermodels. They have their own unique names and stories that make them true personalities.

Can you talk us through the success of the brand, what kind of global audience does Studio Pets boast, what product categories have you seen success within to date?

Studio Pets has been a successful animal photography brand for over ten years now. Numerous licensed merchandise collections have been produced around the globe. The great thing about the brand is that it appeals to a very broad audience. Animal lovers of all ages follow Studio Pets on our social media channels and constantly ask for new product collections.

It all started with a greeting card line and then organically grew into a multi-category brand. From stationery and bags to apparel and bedding. Our greeting cards will always be a big category for us. Studio Pets greeting card collection features countless, adorable designs and is the biggest animal photography collection in the world.

What product categories are you looking to take Studio Pets into? Why is now the right time to be expanding the consumer product portfolio for Studio Pets?

We just launched our own first Studio Pets plush collection. As true supermodels, each plush comes with their own stylish suitcase, a little passport and Photo Booth app.

Our main focus for this line was creating a high quality plush that captures the cute and irresistible expression of real animals. We have spent a lot of time working with the best plush designers and created a plush collection that is now even cuter than the real thing. It has been a long process, but the results are amazing. You can see smiles and faces that brighten up when people are looking at our plush. These emotional reactions are a huge compliment and the proof that Studio Pets supermodels are simply irresistible.

Our plush toys are made from the highest quality fabric imported from japan called acrylic. The material makes the Studio Pets plush very soft and cuddly. Most of the plush on the market is driven by the low cost, which unfortunately affects the quality of the final product. There is, however, a growing demand for quality plush toys and the Studio Pets line fits in perfectly.

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What has retailer and consumer reaction been like to Studio Pets’ new plush line? Are you looking for further partnerships in the toy space?

The reactions so far have been extremely positive. We have presented the range during the latest Toy Fair in Germany and the retailers loved the concept and the quality of the Studio Pets plush.

The collection is already a great success. Our next step will be the introduction of new plush designs, 20 in total. But this is just the beginning.

Because of the variety of the brand and our pet models, we will be able to develop a never-ending collection. This creates a huge collectability factor for our consumers. Next to the plush project, we are also planning to launch a 3D Studio Pets collectable range. This will be a great addition to the toy concept and we are very excited about it.

What trends are you spotting in the current girls’ market and what steps are you taking to tap into these?

The girls’ market has always been very good for the Studio Pets brand, mostly because cute baby animals never go out of fashion and are always in demand with young (and old) girls.

It is important to look out for new trends, but we try not to be influenced by them too much. Studio Pets’ bold imagery and our soft pastel colour palette have a timeless look and feel that appeals to both young and adult audiences.

How important is new demand for tech such as apps or live experiential initiatives from consumers? Are you active in these areas?

We at Studio Pets know that it is very important and we love to engage with the audience through multimedia. We are very active on our social media channels and we promote our brand on different platforms.

Studio Pets’ YouTube channel features cute and funny videos of our supermodels. This gives our customers a chance to see our Studio Pets super models fur real and behind the scenes. As mentioned before, our brand new plush collection includes a fun app called Studio Pets Photo Booth. You can use this app to recreate our photoshoots and customise your pictures with our Studio Pets stickers and templates. There are many new projects that we are currently working on.

Soon our augmented reality app will be launched. Our adorable Studio Pets supermodels will come to life and you can have a virtual play with them in your own environment. You can pet them, take them in your hands, take pictures as we do with the real Studio Pets in our studio and instantly share the results of your shoot on social media. This app uses the latest accomplishments in AR technology and will create astonishing results.

What’s the next big step for Studio Pets?

The next big step would definitely be the launch of our own Studio Pets web shop. Our licensed merchandise collections have been sold all over the world. But our Studio Pets web shop will be the platform for our own collection that we have developed and produced. Our gift range features our plush supermodels, 3D figurines, stationery, bags and more. 

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