Shopkins are cute little characters that live in Shopville. There are 148 to collect in each series, including limited edition and ultra rare characters, and are sold inside adorable little shopping bags. Ranges of playsets allow fans of the brand to interact with their Shopkins in fun, interactive environments. Despite only having been on the market for a few months the brand has sparked a buying frenzy, fuelled by an online presence that has seen over 20 millions hits on the official Shopkins Youtube channel as well as over 400 million views on fan videos. Retailers across the UK are struggling to cope with demand and are seeing enormous sales of the new series two characters, making Shopkins the hottest girls’ brand in the territory.
The new agreements will see Character World develop a range including bedding, curtains, fleece blankets, hot water bottles, cushions, rugs, sleeping bags, inflatable chairs, towels, beanbags, canvas art, toddler beds, fitted sheets and robes. RMS international will launch a stationery and craft range including colouring books, sticker books and puzzles.
Master Toy licensee Flair is supporting the brand with heavyweight TV advertising and in-store activity and are joined by a raft of licensees including NJ Screen Prints (apparel), Pedigree (annuals), DJ Murphy (magazines), Winning Moves (games), Pyramid (posters) and Whitehouse Leisure (amusement plush).
“Demand for Shopkins is absolutely huge, so it’s no surprise so many licensees want to tap into this popularity,” says Bulldog Group MD Rob Corney. “There is plenty of scope for expansion and we will be announcing more deals very soon.”