Zuru Toys details plans to make all Five Surprise products from recycled plastics

Zuru Toys has revealed plans to make its two largest global brands under the Five Surprise banner – Mini Brands and Mini Toys – 100 per cent virgin plastic free.

Its latest stride in the company’s ongoing mission for better sustainability measures and a reduction of its own carbon footprint on the planet, the global toy maker has today confirmed that it will be introducing 100 per cent certified, traceable recycled plastic across the brands.

The announcement was made during last week’s Sustainability in Licensing Conference, an online event focusing on the sustainability developments and measures of some of the world’s leading brands names and retailers.

Speaking at the conference, Zuru’s co-founder and CEO, detailed the company’s move to implement new sustainability measures across its leading Five Surprise brands: Five Surprise Mini Brands, and Five Surprise Mini Toys, the number one and number five toy brands in the US markets, respectively.

The move will prevent an estimated 180 tonnes of virgin plastics from entering the environment and will match the recent environmental moves made across its wildly popular Bunch O Balloons brand. Combined, the latest measures will prevent around 3,000 tonnes of virgin plastics from entering the environment.

“Sustainability is a big passion of mine, and is crucial to the longevity and prosperity of all companies,” said Anna Mowbray, CEO and co-founder of Zuru Toys. “It’s not only important to me in business, but also as the parent of young children who are growing up to inherit all that lay down.

“Bunch O Balloons had been our biggest transition towards sustainability within our products to date, but I am super excited to announce our most recent initiative in this space, introducing measures to make every single unit across our Five Surprise brands entirely from certified, traceable recycled plastic.”

Zuru Toys has taken the sustainability message to the next level in recent months with the first roll out of its ‘summer just got greener’ campaign for its leading seasonal product, Bunch O Balloons, highlighting the company’s move to more sustainable production methods by using 100 per cent certified and traceable recycled plastics to make its stems and caps.

The company also switched its balloon pieces to be made from natural rubber (derived from plants).

The original goal was to remove 500 tonnes of virgin plastics from entering the environment, but Zuru subsequently doubled the number of its original target this summer season.

Mowbray added: “Our goals for the future are mapped out across manufacturing, packaging, product, and the supply chain, and include key components such as making our packaging across all ranges 100 per cent recyclable, transitioning three major brands to 100 per cent recycled plastic and packaging, and all of this we want to do by 2025.”

Sustainability in Licensing | Toy industry sustainability needs ‘relentless innovation’, says ZURU

Sustainability in the toy industry will not be achieved in one move, but through ‘consistent and incremental improvements’, as well as relentless innovation, is the message being promoted by the international toy maker, ZURU, ahead of the Sustainability in Licensing Conference this week.

Speaking with ToyNews before the online conference kicks off on June 24th, Amelia Jory, global marketing manager for seasonal, preschool, and celebrations at ZURU, has intoned that when it comes to sustainability within the toy industry, it’s an area ‘in which there is a lot to learn and implement.’

ZURU Toys has taken the sustainability message to the next level in recent months with the first roll out of its ‘summer just got greener’ campaign for its leading seasonal product, Bunch O Balloons, highlighting the company’s move to more sustainable production methods by using 100 per cent certified and traceable recycled plastics to make its stems and caps. The company also switched its balloon pieces to be made from natural rubber (derived from plants).

The company’s original goal was to remove 500 tonnes of virgin plastics from entering the environment. ZURU has subsequently doubled the number of its original target this summer season.

“We have begun on our path towards products and innovations that have a lesser impact on our environment by approaching our business with a vision of preparing for the future – the world in which children will one day live and play,” said Jory. “We view sustainability as a commitment, to leave this world better than when we were brought into it.

“Sustainability is an area in which there is a lot to learn and implement. There isn’t just one single thing that needs to change and it will have fixed or combated the climate crisis. We believe sustainability is about consistent and incremental improvements and being relentless about innovating to ensure we are moving towards a greener and more sustainable future.”

Jory suggests that the social conscience of the firm has grown in tandem with the social conscience of society and is a company fuelled by the passions of its team to adopt and implement new steps towards the sustainability movement.

“We are constantly looking at how we can incorporate sustainable practices into our business, products and future lines of toys and consumer goods,” said Jory. “Our key sustainability leaders in the business will be speaking at the SILC event; including myself and our CEO; Anna Mowbray, Global Marketing Director; Henry Gordon; Seasonal Marketing manager and Head of product; Aneisha Vieria.

“We believe that sustainability is a collective effort that starts internally and is fostered as a part of organisational culture which leads to greater external initiatives and impacts.”

New targets have now been set by the firm in the continued journey towards better sustainability, but these won’t be revealed until the Sustainability in Licensing Conference this week.

SILC21 has been recognised as a platform for leading players in the toy and licensing industry to share key insights into what has worked for them on their own sustainability journeys.

“For such an important and time sensitive topic, it’s important we all share insights and collaborate to achieve the common goal of better our planet. Sustainability is no longer a ‘nice to have’ initiative rather, one that is absolutely crucial to the future of our environment and business,” concluded Jory.

Sustainability in Licensing | “The UK and EU have the chance to be world leaders in plastic management”

The UK and the EU have the opportunity to be world leaders in plastic resource management, when legislative changes in packaging and plastics finally kick in, ‘but only if we get it right.’

This is the message being promoted by Stuart Foster, CEO at RECOUP and director of EPRO (the European Association of Plastics Recycling and Recovery Organisations) as he prepares to join a panel of experts at this year’s Sustainability in Licensing Conference.

Foster has stated that the current set of policy and legislation proposals made by the government “represent a once in a generation opportunity to deliver change and accelerate the move towards plastic circularity”; with the first signs of the environmental benefits showing green shoots from as early as 2022.

A Fellow of the Chartered Institute of Waste Management and MD of PPS Recovery Systems, Foster will be taking to the digital stage next week, to join the second SILC conference taking place online across Wednesday, June 24th and Thursday, June 25th. 

He will be joined by representatives from the likes of LEGO, ZURU, Asda, Tesco, The Eden Project, Ellen MacArthur Foundation, Hannah Mills, and The Insights Family in sharing valuable insight on topics including sourcing, fabrics, technology, and the upcoming packaging rules and crucial regulatory changes.

“Plastic is a key material with many environmental benefits, which is why it is so widely used, but this will only remains the case if we can significantly improve current sustainability and recycling credentials and reduce the leakage into the environment,” Foster told Licensing.biz.

“The proposed UK government policies set out in recent consultations on waste prevention, extended producer responsibility, recycled content tax and single use plastics are robust and cover a wide range of areas. So, all efforts should be focused on refining and developing those proposals, understanding the best approaches and committing to the deadlines for delivery.

“If we get it right, the UK and EU has the opportunity to be world leaders in plastic resource management.”

In his SILC21 session, Foster will also underline the importance of acknowledging the environmental benefits of plastic use, remarking on the need for an “evidenced policy making process which takes all environmental and business factors into account and avoids anti-plastic sentiment.”

He said: “We have a responsibility to implement the right systems and drivers to achieve circularity in plastics (and all materials), and then also work internationally to share and support best practice to deliver global change.”

SILC21 will take place online next week (June 24th to 25th). Two-day virtual passes are priced at £100, with a 20 per cent discount for Products of Change members.

Zuru’s Vlad & Niki Superhero Surprise lands in the UK this May

Zuru has lifted the lid on a new raft of unboxing experiences inspired by and based on the internet sensations, Vlad and Niki. The new Vlad & Niki Superhero Surprise range is scheduled to land at retailers from May this year.

Recognised as one of the biggest YouTube channels in the world, Vlad & Niki is ranked as the number one boys’ show and number two family show with over 65 billion views and more than 90 million subscribers across 12 languages via their 15 channels.

Capturing what Vlad and Niki have brought to pre-school audiences worldwide, the Superhero Surprise line will be available in the UK from May, delivering a Dino Attack and Robot Battle theme, a comic book adventure that sets the stage for playtime, complete with corresponding superhero costumes, vehicles, figures, and more.

 “Zuru created a collection of toys that encompass Vlad and Niki’s sense of adventure, discovery, and imagination,” said Sergey Vashketov, father of the YouTube preschool superstars and co-founder of Content Media Group FZC, LLC. “Now kids everywhere can use their own creativity playing along with Vlad & Niki and their Superhero Surprise toy collections kits.”

Aneisha Vieira, global brand director of Zuru, added: “Vlad and Niki are charismatic brothers who have captivated children around the world. With Vlad & Niki Superhero Surprise, ZURU has combined the energy, magic and spirit from the series into an experience that preschoolers will wholeheartedly embrace.”

Vlad & Niki Superhero Surprise features over 20 surprises including a mask and cape, Super- Hero Vlad and Niki figurines, Baby Christian figurine, a dinosaur or robot figurine, two die-cast car, slime egg, light up skateboard, wrist snap-band, stickers, tattoo and more.

Designed for children ages three and upwards, Vlad & Niki Superhero Surprise will be available for a suggested retail price of £29.99.

The energetic videos focus on the boys’ daily life adventures, which are brought to life with special effects and animation, superhero narrative, toy testing, and catchy songs.  Last year, Vlad and Niki introduced Christian – the boys’ new baby brother, who is delighting in his older brothers’ antics.

Zuru detail Toy Mini Brands launch with Nickelodeon and classic toy brands partnerships

The award-winning global toymaker, Zuru is putting a new spin on the miniature collectables trend, having partnered with Nickelodeon/Viacom to launch a new licensed line to its already popular Toy Mini Brands line up. The partnership sees the introduction of Teenage Mutant Ninja Turtles, SpongeBob SquarePants, and JoJo Siwa to the range of nine toy brands all to be miniaturised and hit retailers this year.

In addition, popular and iconic toy and children’s brands such as Classic Rubik’s, Crayola, and Wham-O join the Toy Mini Brands portfolio.

Zuru’s new toy range launches to the Australian market this month, followed with a roll out across North America and the UK and Europe. The toy range will have full UK distribution by January next year.

“Our product development and licensing teams have worked closely to take some of the most iconic toy brands and shrink them to fit in your hand,” said Aneisha Vieira, global brand director of Zuru. “The mini collectible trend is unwavering and we’re confident Toy Mini Brands will follow suit as one of the most in-demand products of the year.” 

Made to match their full-sized counterparts, even down to the packaging, there are over 60 different nostalgic and currently in-market toys to collect including Leonardo from Teenage Mutant Ninja Turtles, Aang from Avatar: The Last Airbender, Backpack from Dora the Explorer, and Angelica from Rugrats. 

Other miniaturized products include Crayola Crayons, Rubik’s Cubes, WowWee Fingerlings, JoJo Siwa bow accessories, Nickelodeon Slime and Wham-O Frisbees. In addition, a selection of Zuru’s top toys including Rainbocorns, X-Shot and Bunch O Balloons have been shrunk. The assortment includes rare and super rare minis to find.

With Toy Mini Brands, kids can unwrap the 5 Surprise capsule and peel back the segments to discover what five mini toys are inside. Each capsule is a surprise unboxing with toy miniatures and toy shop accessories, including shopping basket, cart, bag and shelves, to find.

In addition, a Toy Mini Brands collector’s case features room for 30 of the most sought after minis and comes with four exclusive minis.  The case is available for an SRP of £9.99.

Zuru detail Toy Mini Brands launch with Nickelodeon and classic toy brands partnerships

The award-winning global toymaker, Zuru is putting a new spin on the miniature collectables trend, having partnered with Nickelodeon/Viacom to launch a new licensed line to its already popular Toy Mini Brands line up. The partnership sees the introduction of Teenage Mutant Ninja Turtles, SpongeBob SquarePants, and JoJo Siwa to the range of nine toy brands all to be miniaturised and hit retailers this year.

In addition, popular and iconic toy and children’s brands such as Classic Rubik’s, Crayola, and Wham-O join the Toy Mini Brands portfolio.

Zuru’s new toy range launches to the Australian market this month, followed with a roll out across North America and the UK and Europe. The toy range will have full UK distribution by January next year.

“Our product development and licensing teams have worked closely to take some of the most iconic toy brands and shrink them to fit in your hand,” said Aneisha Vieira, global brand director of Zuru. “The mini collectible trend is unwavering and we’re confident Toy Mini Brands will follow suit as one of the most in-demand products of the year.” 

Made to match their full-sized counterparts, even down to the packaging, there are over 60 different nostalgic and currently in-market toys to collect including Leonardo from Teenage Mutant Ninja Turtles, Aang from Avatar: The Last Airbender, Backpack from Dora the Explorer, and Angelica from Rugrats. 

Other miniaturized products include Crayola Crayons, Rubik’s Cubes, WowWee Fingerlings, JoJo Siwa bow accessories, Nickelodeon Slime and Wham-O Frisbees. In addition, a selection of Zuru’s top toys including Rainbocorns, X-Shot and Bunch O Balloons have been shrunk. The assortment includes rare and super rare minis to find.

With Toy Mini Brands, kids can unwrap the 5 Surprise capsule and peel back the segments to discover what five mini toys are inside. Each capsule is a surprise unboxing with toy miniatures and toy shop accessories, including shopping basket, cart, bag and shelves, to find.

In addition, a Toy Mini Brands collector’s case features room for 30 of the most sought after minis and comes with four exclusive minis.  The case is available for an SRP of £9.99.

Riverside Brands signs raft of partners for Zuru’s Rainbocorn toy brand

Zuru’s popular Rainbocorns toy line is embarking on a new licensing programme under the guidance of Riverside Brands, the UK agency to have just signed a variety of new partnerships for the plush toy brand.

The mystery surprise plush has risen to popularity recently, recognised for its reversible sequin hearts that hide a special surprise. Rainbocorns has already proved to be a hit with girls aged three to seven since the launch of the range in 2018.

Rainbocorns even won the UK and Australian Plush Toy of the Year, and the coveted People’s Choice Award at the Toy Industry Association’ 2020 Toy of the Year Awards. The recognition came as the toy pulled in 147,000 votes from consumers.

New partners to the licensing program covering apparel, accessories, arts and craft, novelty toy collectibles, magazines, back to school, puzzles, greeting cards and wrap in a variety of EMEA territories include: Fashion UK,  Roy Lowe & Sons, Sambro International, Sinco Creations, Redan Publishing, Kids First Group, W&O, and Danilo Promotions.

More partners will be announced across other key categories shortly.

Speaking about the brand’s rising popularity, Aneisha Vieira, global brand director of Zuru, said: “We’re thrilled that the brand’s ethos of all things magical and quirky has really transcended the toy category. We’re excited to work with partners who share our vision for Rainbocorns and are bringing the brand to life in so many different spaces.”

Ashley Holman, managing director of Riverside Brands, added: “We are excited to be working with such great partners on Zuru Rainbocorns. The product looks fantastic and is launching in store from spring onwards, so we look forward to seeing kids everywhere enjoying the wider Rainbocorns offer.”

Following its sell-out introduction, a year and half ago, Zuru has since unveiled several iterations of the plush hatched from a mystery egg – from the giant Rainbocorns Big Bow Surprise to the miniature Rainbocorns Sparkle Heart Surprise, and kids can look out for even more new Rainbocorns coming this year.