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Since introducing Rainbocorns to the global market in July, leading international toy and consumer products company ZURU hasn’t looked back, recording unprecedented sell-through worldwide. This new range of collectable plush combines some of the year’s hottest trends, such as unboxing, unicorns, and sequins – and if global re-orders are anything to go by, the world can’t get enough of them.
Almost half a million of the adorably innovative animal-themed plush have been shipped across the globe in the last three months. With sales exceeding expected volumes and targets, the excitement is building for the autumn/winter period and the lead up to the holidays is expected to see even higher volumes in store.
‘Following the soft launch in the summer, we have experienced a double – and in some cases triple – digit increase in re-orders across all territories just one month later,’ says Aneisha Vieira, ZURU Brand Manager. ‘From one month in we are seeing Rainbocorns cited as a must-have Christmas item, nominated for various awards, and achieving completely staggering media impressions. The plush category has a strong and established heritage yet welcomes and celebrates innovation within it. Watch this space for more Rainbocorns as we move in to 2019.’
Every Rainbocorn comes in a big, bright pink mystery reusable egg. There are 12 different Rainbocorns based on six cuddly cute animals and every animal comes in two fun, funky designs: Puppycorns, Kittycorns, Hamstercorns, Bunnycorns, Unicorns and Monkeycorns, each of which come with their 12 unique sequin surprises that reveal what they love.
Each Rainbocorn also comes with a baby Boo-Boocorn – a tiny collectible baby hidden in a secret egg for another layer of surprise. There are over 20 Boo-Boocorns to collect including the rare twin Boo-Boocorns.
The range is supported by a dynamic and integrated marketing campaign incorporating fresh television commercial, PR and digital content. The television commercial launched in August across satellite and terrestrial kids channels, featuring YouTube influencers Naiah and Elli Toys Show and Tic Tac Toys discovering the sequin surprise magic of Rainbocorns.
Digital content also follows the same YouTube influencers in the boardroom as they work with toy executives to create the perfect toy. This digital content has been launched on their channels which have over 4 million subscribers.
Finally, ZURU has utilised the robust narrative of the Rainbocorns and created an animated web series that follows the Rainbocorns on their adventures in Rainboville. The episodes follow the gang as they hatch new Rainbocorns, go on Halloween and holiday adventures and various escapades around Rainboville with friends.