Pusheen brand enjoys 'substantial growth' in 2017

Thanks to a successful 2017 at retail within the plush category, Enesco is looking forward to growing the Pusheen brand. Helen Shield, director of marketing at Enesco, reveals why it’s going from strength to strength and teases a new character to join Pusheen and Stormy.
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How has they year been for you guys with the Pusheen brand?

The brand is going from strength to strength, we are delighted with the results.

As the exclusive plush licensee for Pusheen, what new products can we expect to see from you guys?

We have a lot of really exciting new introductions for January, we will be adding a new character to go alongside Pusheen and Stormy, but we cannot say too much, as we like to surprise the fan base.

We are also expanding our hard lines, while these are nonexclusive formats these products are proving to be very popular with our retailers and their consumers. We will have everything on display at the international Spring Fair in Birmingham.

How long have you guys worked with the Pusheen brand? How did the partnership originally develop?

We launched the brand into the UK and Europe in 2016, this was a global license that our USA team negotiated – Pusheen is one of those rare licenses that has huge global appeal.

We will be adding a new character to go along side Pusheen and Stormy, but we cannot say too much, as we like to surprise the fan base.

Helen Shield, Enesco

How successful has the plush line been at retail?What types of retailers do you work with to promote the brand?

The plush has been a huge success and we have seen substantial growth in 2017. Claire’s Accessories are the biggest supporter of the brand currently with our independent card, gift and stationery customers also building the brand.

What’s next for the brand?

There are so many opportunities for the Pusheen brand. With a strong marketing strategy, working very closely with the licensor, we will be focusing on expanding the distribution across the UK and Europe.


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