SPECIALTY TOYS & GIFTS | PLUSH
A New SENSE of Plush by MADDIE MICHALIK, assistant editor
MULTI-SENSORY TOYS USUALLY TARGET the development of sight, sound, and touch, but more companies in the plush category are now hitting a new sense—smell. Think about the phenomenon of scratch ‘n sniff stickers from the ‘80s and ‘90s. Although it seemed like a niche product at first, the mega popularity eventually outweighed any doubt. The trend of scented plush now is comparable to the trend of scratch ‘n sniff stickers that were popular decades ago. Kids are drawn to lively and exciting scents, whether its fruity pineapple and strawberries, sweet cupcakes and candy, or even savory bacon and root beer. Scentco Inc., maker of three lines of fragrant plush, has honed in on the popularity of scented items for years. “Our ultra-soft line of scented Smillows, Smanimals, and Backpack Buddies adds a fun new dimension to what’s currently trending on the market, optimizing sensory play
for children in addition to providing a cozy companion,” says Marissa Huffman, marketing director at Scentco. “We believe adding an element of scent to everything that we do provides a fun new way for kids to explore, process, learn, and play.” The sense of smell is most closely linked with feelings and memories, reminiscent of events from the past, activities, or even something as simple as a favorite meal. It seems fitting that kids would want a pillow of a cute s’more, for example, to remind them of the summertime. Perhaps it’s this nostalgic feel that kids (and adults) find appealing about these plush. For companies like Whiffer Sniffers, this nostalgic feeling inspired the creation of the brand. “Just like a song on the radio can bring a person back to a certain time and place, smell can evoke fun memories of vacation, movies, fairs, and more,” says Jon Bailey, vice president of Whiffer Sniffers.
In addition, the collectibility of scented plush lends itself to the larger trend of collectible toys. Kids get excited about a certain scent and want to bring their collections with them wherever they go. Whether it’s large plush that kids can hug or small collectibles that kids can hook right onto their backpacks or other belongings, one of the most important parts of scented plush is the smell itself. Companies need to make sure that these fragrances not only appeal to consumers, but also last long enough to be a worthwhile purchase. Although challenging, plush manufacturers have created solutions to make scents that will stick. For example, Scentco uses special beads infused with their gourmet scents for a two-year scent guarantee. Manufacturers also pay close attention to scents and the character personalities to match them. This year will be full of huggable, cuddly food, animals, and characters. »
WILDLIFE ARTISTS introduces Skelesaurs, a breed of plush toys that feature realistic fossil skeletons to enhance curiosity and learning for young paleontologists. The line consists of a Brachiosaurus, a T-Rex, a Stegosaurus, a Triceratops, a Velociraptor, and a Megalodon. Todd Parr Collection
NORTH AMERICAN BEAR CO. introduces the Todd Parr Collection , based on the books of children’s author and illustrator Todd Parr. Characters from Animals in Underwear ABC and Doggy Kisses 123 will be available in 6- and 10-inch sizes. The Puppy Activity Toy is a 16-inch golden plush with a removable paw-print cotton jacket, a tethered tennis ball rattle, a rawhide squeaker, a barking bone, and a slipper crinkle. The Amy Cole Collection is a modern interpretation of classic rag dolls. They are dressed to mimic the Amy Cole spring apparel collection. The line is made up of animals, baby cozies, and dolls.
38 THE TOY BOOK | March/April 2016 | TOYBOOK.COM
Skelesaur T-Rex