Golden Bear is introducing Curlimals, a range of entry-level animatronic soft toys. The company’s latest plush IP supports a long-term strategy to grow and develop its own brands to sit alongside an already strong business portfolio of licensed plush.
Curlimals are cute woodland creatures that respond to touch with over 50 sounds and reactions. The range launches with three colourful characters, each with its unique sounds and phrases reflecting its individual personality. Higgle the hedgehog, Bibi the bunny, and badger, Blue, all awaken from slumber once they receive a gentle stroke on the head. Initially a little shy, they respond with more attention and uncurl, ready to play. Each of the characters then giggles, sneezes and talks, and some even sing or burp, until they tire and curl up into a sleepy ball and softly snore.
“We’re really excited about bringing Curlimals to market and experiencing the response to the range has certainly been a massive highlight,” says Kathy Lesser, Brand Manager, Golden Bear Toys. “Our ethos is to hone innovative product development and create toys that inspire, encourage imagination, and bring endless fun. Curlimals does all of this in droves and we could see the potential from the get-go. Not only do the characters tap into the appeal of cute woodland animals, but the beauty of the product also lies in its simplicity. Children are drawn to their tactility and enjoy getting them to respond by stroking their heads, the tops of their noses, and by tickling their tummies. Their responses feed into a strong desire to nurture, which is supported by our research and insights with parents who welcomed the wholesome appeal of the toys and the Curlimals’ back story which focuses on fun, friendships, and acceptance.”
A dedicated website – www.curlimalstoys.com – has been launched in tandem with the product lines, providing content and activities to introduce the characters and their woodland adventures, engage children with nature and wildlife, and further enhance the overall brand experience.
Robust marketing plans are also in place to fully support the brand launch. A new 30” TVC has been created and will be aired from June with further bursts throughout the Q3 and Q4 periods. June also sees the launch of a seven-week channel sponsorship with Pop and Tiny Pop, plus the implementation of digital, social, and PR campaigns will continue throughout the year.
Partnerships with top-tier Kidfluencers – Rhia Official and Gaby & Alex – have also been announced, bringing the collaborators’ unique product reveal to Gen Z and Alpha audiences.
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