Aurora World sees sparkles at The Toy Fair

Aurora World, the plush toy specialist, is delighted to announce the arrival of two new concepts that it will be showing at the upcoming Toy Fair (January 24-26) in Olympia, London (stand number D35).

Sea Sparkles has become one of Aurora’s best selling items over the last couple of years. Starting with just 6 different styles, the range now boasts over 50 colourful and cuddly sea creatures for young children to collect. Retailing at $10 - $29, the range is a perfect gifting opportunity and is also available in travel retail.

Brand new this year and officially launched in January are Gnomes. The super soft, super detailed Gnomes offer huge ‘cute appeal’ for children and adults alike. Available in 3 sizes and 2 colour variations, the Gnomes are available from $10-$29 and are also available in travel retail stores.

“It is a pleasure to be showing our latest concepts at The Toy Fair,’ says Garry Stoner, Travel Retail Sales Manager of Aurora World. “The Gnomes we expect to be a big hit with children and adults alike - who doesn’t want a cute cuddly Gnome? We also anticipate both concepts to do particularly well in travel retail, with the number of families travelling each year and the number of adults looking for ‘guilt’ purchases, plush remains an underestimated impulsive purchase category.”

Garry Stoner will be meeting a number of travel retail buyers during the Toy Fair this year and says interest in the event from the channel is growing. “It’s a testament to the fact that more buyers are seeing unexploited potential in the toy category,” says Stoner, “plush being a highly important part of the category mix.”