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Golden Bear Toys unveils new Curlimals IP

Golden Bear has launched its own interactive plush, introducing a range of entry-level animatronic soft toys to the sub-category.

Curlimals is the company’s latest plush IP and supports its long-term strategy to grow and develop its own brands to sit alongside an already strong business portfolio of licensed plush.

The woodland creatures response to touch with over 50 sounds and reactions.

The range launches with three characters – Higgle the hedgehog, Bibi the bunny and Blue the badger – each with unique sounds and phrases to reflect the individual personalities.

They all awaken from slumber once they receive a gentle stroke on their 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 uniquely 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,” commented Kathy Lesser, brand manager at 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 has been launched in tandem with the product line, providing content and activities to introduce the characters and their woodland adventures, engage children with nature and wildlife and further enhance the overall experience.

Marketing plans are also in place to support the brand.

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