The Year of The Sloth ZURU Predicts 2020 as The Sloths’ Time to Shine

January 2020, LondonMove over unicorns and llamas, sloths are in town and setting the must-have trend for 2020.

Award-winning global toymaker ZURU is predicting that 2020 will be the Year of The Sloth. These adorable, slow-moving mammals who spend most of their lives upside down in trees are the inspiration behind three new sloth toy products previewed at London’s Toy Fair 2020.

Destined to follow in the hoof-prints of global phenomenon, Pets Alive Boppi, ‘The Booty Shakin’ Llama’, comes the stand-out Pets Alive Fifi ‘The Flossing Sloth’. Fifi is like no ordinary sloth… full of energy and raring to go, her movements mimic one of the most iconic dances of the decade – The Floss! Still a massive dance trend, Fifi starts her moves off slow, as a real sloth might, but speeds up until she’s flossing like a boss to three catchy dance tracks! Fifi has cute blinking eyes and an impressive butt wiggle. Great for the whole family, parents and children alike will have endless fun learning how to Floss with Fifi!

The launch of Fifi will be supported with an exciting influencer campaign. Fifi costumes will be given to key influencers for a real, virtual challenge, ‘can you floss like Fifi?’. A Strong video strategy will also from PR and marketing with heavy presence on TV, YouTube and VOD from July 2020.

Alongside Fifi, ZURU will also be launching a Sloth called Cuddles and be releasing a super rare, and super sparkly Sloth under their top selling ZURU Rainbocorns brand. As a sneak peak, Cuddles, will be the world’s first completely soft, yet interactive plush from ZURU that uses patented technology to create over 100 lifelike sloth sounds and movements. Launching in AW 2020, you’ll have to hang on in there and wait for more information to be revealed nearer the time!

 “Staying on trend is everything in our industry,” said Renee Lee, Global Marketing Director, ZURU. We believe Sloths will rule 2020. Fifi is a charmer and is sure to follow in the footsteps of her predecessor, while Cuddles offers something truly ground-breaking to the market. We look forward to his global release later this year.” 

Designed for children ages 3+, Fifi The Flossing Sloth will be on shelves AW 2020 with an SRP of £24.99. Details for Cuddles the Sloth to be released closer to product launch.


Award-winning toy designer and manufacturer, ZURU, introduces a new dinosaur-themed collection to its 5 SURPRISE range.  Bringing dinosaurs to its ‘blind-bag’ collectibles range, ZURU’s new 5 SURPRISE Dino Strike includes five layers of dino surprises to collect, build, swap and battle.

A new series for the 5 SURPRISE line, 5 Surprise Dino Strike combines the thrill of blind unboxing with epic dinos ready for a faceoff. Children can unwrap, peel and reveal each capsule to find dinosaur characters to assemble, complete with armour, headgear, weapons and modifiable weapon backpacks.   Single and double blasters can be modified and combined to create triple and even quadruple blasters for the ultimate battle.  All weapons come in different themes such as plasma or lava and can be swapped and fired from every blaster.

The range includes 13 fierce dinos including the charging Triceratops, rampaging Velociraptor, soaring Pterosaur, and fearsome ultra-rare golden fossil Tyrannosaurus Rex.

“We have no doubt that our dino-themed 5 SURPRISE capsules will continue the smashing success of the 5 SURPRISE brand,” said Renee Lee, Global Marketing Director, ZURU.   “As with all 5 SURPRISE ranges, the capsules open to reveal five segments, each containing a surprise.  The Dino Strike line is perfect for swapping, trading and battling, features interchangeable accessories that allow for extended action-packed play and interaction.”

A robust marketing and PR campaign has been devised for the new Dino Strike range and includes TV advertising, digital, social media and influencer content.

Wonder Women in Toys, Licensing & Entertainment Awards

January 10, 2020 – New York – Women in Toys, Licensing & Entertainment (WIT) announced its 2020 slate of finalists for the 16th Annual Wonder Women Awards, which celebrates top female executives, thought leaders, entrepreneurs and other changemakers for their extraordinary accomplishments and impact within the toy, licensing and the entertainment industries.

Winners in each category will be announced at the Awards dinner held on Sunday, February 23 at Pier Sixty, Chelsea Piers, coinciding with Toy Fair New York.

Anna Mowbray is a nominee for the WIT – Women in Toys, Licensing & Entertainment (WIT) “Wonder Women Awards” in the Licensee / Manufacturer and Social Responsibility categories.

We are proud to have our very own Anna as one of the nominees and to have such a great 2020 kick off!

All the nominees have extraordinary talents and you should check them out in the link below: