Fancying Plush

Purses carrying plush pink poodles—or how about backpacks adorned with colorful plush flowers? In an effort to attract a broader range of customers and retail outlets, an increasing number of manufacturers are offering a new twist on traditional plush—that of wearable accessories, or “fashion plush.”

“It's the perfect combination of toys and practical accessories,” says Erika Radich, marketing manager for Keene, N.H.-based Douglas Co., known for its plush dogs, cats and horses. “I think this particular trend is going very strong.”

Retailer Ann Brownell, owner of Belmont Toys in Belmont, Mass., adds, “Kids want to be grown-up and have purses like their moms, but they still get to have a toy. The fabrics are bright and colorful, and the backpacks have very whimsical creatures, which attracts children's attention.”

With fashion plush, manufacturers and retailers alike are hoping to capture the elusive tween market by offering products that are both fashionable and fun. As that generation's buying power increases, manufacturers are striving to develop new products that match their interests.

“We took a traditional fashion item like a purse and melded it with plush to make it functional,” says Richard Hammond, national vice president of sales for Vernon, Calif.-based Fiesta. “Buyers are becoming very fashion conscious, and we are trying to gear our items toward the colors that are fashionable each year.”

Reaching the teen and tween demographic is one reason why Gund, Edison, N.J., is introducing a new line called Wearabouts. Available in stores this October, the collection features hats, scarves, mittens and slippers in poodle, monkey, cow, polar bear and moose motifs. Suggested retail prices for the assortment range from $14 for the hats and scarves to $16 for the mittens and $20 for the slippers.

“Our initial reception from retailers has been wonderful, especially for the pink poodle,” says Shallu Chhabra, Gund's marketing and licensing manager. “And October will be the perfect time for these products to be in stores.”

Gund provides an elaborate display for the pieces so that retailers can have a “one-stop shop” for consumers. Chhabra explains that the new line is a natural progression of Gund's business—a way of cementing its current customer base and opening new distribution channels. In addition to specialty toy stores, the company has sold Wearabouts into hospital gift shops, kids' clothing stores, large pharmacies, Hallmark stores, book stores and other non-toy retailers.

That acceptance is inspiring the company to move deeper into the category with new, and hopefully innovative, designs. “We like to be unique in our product line,” Chhabra adds. “As we get more feedback, we'll consider extending and expanding it—we have other fashion plush items in our pipeline to be introduced in 2007.”

Additional fashion plush products currently offered by Gund include: Piggybackpacks ($30) that feature a bear, dog or poodle; Fitzy Purses ($27), which come in cream or pink and include a plush toy; and Wacky Writers ($18)—lined-paper journals in the shape of animals that also come with pens.

Fiesta produces a variety of fashion plush products, including wrist bands, key chains, bracelets, mesh bags, hats, purses and pillows. Suggested retail prices range from $7.50 for a jungle hat to $119.99 for a trolley that unsnaps and becomes a backpack for younger children.

“Baby boomer grandparents grew up with plush, and when they see a traditional item that also is functional, it excites them,” Hammond says.

Offering these new items has enabled Fiesta to expand from about 20 classes of trade (traditional retail outlets such as toy and drug stores) to about 100, including surf shops, restaurants, gift basket stores, boutiques, candy stores, gourmet shops and even real estate offices, Hammond says.

Douglas Co. also has a number of fashion plush products, including Sassy Pet Saks, Adventure Paks, Douglas Knapsaks and Designer Soft Touch Pillows. Suggested retail prices range from $10 for the Lil'Nugget Sassy Pet Sak to $28 for the Knapsacks.

Douglas Adventure Paks are new this year and are in the $20 retail price range. Promoted as “perfect for family vacations,” they are sturdy, small packs with ample storage and two clip-on toys for play value. They include the Jungle Fever and Shark Paks for boys and the Dog, Western and Mermaid Paks for girls.

The company's handbags have a “designer look,” because they are made with unusual fabrics, sparkles, shiny jewels and trims, says Douglas' Radich. “The fact that there are so many different styles makes the bag appeal to 'everygirl,'” she says.

The Monkey Business Sassy Pet Sak, for example, has a humorous feel while the Western styles attract horse lovers. Piano Keys is for more sophisticated dress-up and play. “The challenge, as with a lot of product lines, is to keep the collection current and fresh, walking the edge of trends and providing what young people are asking for aesthetically and toy wise,” Radich says.

Among the several trends she sees in fashion plush are: matching sets of wearables and accessories, pet clothes, room décor items, infant blankets, shoes and clothes, sparkles, denim, embroidery and appliqué, pets, handbags, faux fur and western style.

Aurora World, of Pico Rivera, Calif., has also found success through fashion plush products. Its lines include Fancy Pals (“The Original Toy Pet Carriers”) ($12.99), Fancy Pals Dress Up ($5.99), Shooz ($11.99) and a Princess Poodle Purse with coordinating plush cell phone holder ($9.99). The products have a “huge” appeal in gift, apparel and fashion outlets, according to Paul Roche, senior vice president of sales.

Aurora's line has demonstrated appeal to everyone from children to adults, according to the company. “Little ones can go off to nursery school with a pack just like the larger ones big brother or sister takes to school,” says Roche of Aurora's new Lil' Packs plush packs, while the company adds that “adults who aren't afraid of a little plush”—especially new mothers—can just as easily use fashion plush for carrying baby items, personal items like cosmetics, or an iPod.

It's that kind of versatility that's driving fashion plush into places your average teddy bear is just not nearly cool enough to comfortably go.