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.

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