Aurora limited edition Gruffalo toys

By Caroline Sargent |

Travel retail plush toy specialist Aurora World has extended its current licence for ‘The Gruffalo’ range of soft toys, coinciding with the 15 year anniversary of the popular children’s character that has to date enjoyed sales of over 10 million books worldwide.


The new, bigger, limited edition Gruffalo range features soft, easy to hold, bean-filled versions of the principal Gruffalo character, the little mouse and their friends.


Says Aurora Travel Retail Sales Manager Garry Stoner, “We are delighted to help celebrate the 15 year anniversary of The Gruffalo. The plush toy area has room for development, and licensed merchandise like this will help Aurora push itself to the forefront of becoming the plush soft toy company of choice in travel retail. The extended range is perfect for travel retail, it’s space-efficient and gives children the opportunity to collect special editions of their favourite Gruffalo character.”


Korean owned Aurora has seen a positive start to its travel retail journey, securing listings with a number of retailers, including World Duty Free Group, Dufry, Nuance, Thomson Airways, P & O Ferries and more recently Brittany Ferries.


“The plush soft toy category is built upon impulse purchasing,” adds Stoner. “Offering travellers an opportunity to buy a limited edition gift for loved ones should result in an increase in this impulse due to the limited time frame the item is available for. Limited editions are always popular, and the new The Gruffalo plush toys will prove no different.”

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