Zuru celebrates “phenomenal” response to Hug-A-Lumps

Zuru has hailed the response to its weighted-plush range Hug-A-Lumps as “phenomenal”.

Hug A Lumps Plush 14″ is the seventh bestselling Traditional Plush item in the last six months in the UK according to Circana data, and the top new item.

“The response to Hug-A-Lumps has been phenomenal”, said Will Collinson, General Manager of ZURU UK & Europe.

“Its performance at retail continues to strengthen, with impressive sales figures reflecting growing demand and sustained momentum. Our retail partners – and consumers – have embraced Hug-A-Lumps for their unique blend of plush companion characters, high-quality materials, and soothing weight, which has been scientifically proven to help with relaxation, stress, and anxiety.

“Hug-A-Lumps flew off the shelves at pre-launch when it hit the global market just six months ago, and the momentum hasn’t slowed down! The incredible response from consumers and our strong category and retail rankings prove we’ve built something special – plush with purpose and strong fan loyalty. Plush is a core category for our business, and Hug-A-Lumps is just getting started. We’re further investing in marketing, retail partnerships and expanding distribution. Plus, we’re listening closely to our consumers to bring fresh, exciting characters, new shapes and sizes, and innovative textiles that enhance the sensory experience.”

Series 2 of Hug-A-Lumps will land in Q3.

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

Just Play’s debut games slate to include Skip It, Simon Jump Game Mat and Wheel of Fortune

“We are approaching this exciting new venture with the same discipline for quality, value, and speed to market that has always been our cornerstone,” said Joel Berger, Senior Vice President of Business Development at Just Play.

Playmates Toys to debut Mighty Morphin Power Rangers: Re-Ignition line at New York Toy Fair

The range spans action figures, accessories, role-play toys and collectibles.

McMiller readies latest party game, Fish Fight

“Fish Fight takes classic outdoor games and gives them a comedy twist – because honestly, who doesn’t want to see a loved one squat and plop a fish from between their thighs?” said David McGranaghan, Co-Founder of McMiller.

Bonkers Toys signs as global master toy partner for Coolabi’s Warrior Cats

Coolabi Group has also appointed Retail Monster as its US licensing agent for the brand.

Playmates Toys marks 10 years of Miraculous with limited-edition doll

“We designed the limited-edition anniversary doll with intention to highlight the defining details of this iconic heroine,” said Georgia Manolas Walker, Vice President of Marketing at Playmates Toys.

Eclectic Games wins Outstanding Contribution accolade at GAMA’s 2025 Power Retail Awards

“We at GAMA are proud to add our voice to those congratulating Eclectic Games for their outstanding contribution to the games industry on both sides of the pond,” said Jay Mason-Grant, GAMA Retail Chair.