Telford toy maker's latest line 'best-selling since Teletubbies'
A toy created by a Shropshire company is delivering quickfire success, with retailers selling out and new factory space planned to cope with demand.
Golden Bear in Telford has enjoyed one of the most successful launches in the company's 38-year history with its latest product, Bush Baby World.
The company said the product had quickly sold out at various retailers, with the launch the biggest the company has enjoyed since it released the original line of Teletubbies toys in 1997.
A new brand aimed at girls aged between five and nine, Bush Baby World centres around the collectable plush Bush Babies.
They feature a patented system that enables children to wiggle the eyes and waggle the ears. The toys are accompanied by a new series of animated webisodes.
Barry Hughes, managing director of Hortonwood-based Golden Bear, said that retailers were reporting that this was their biggest selling range last week and that they were already out of stock on most products.
The initial webisodes and commercials were viewed more than 600,000 times in their first four weeks and Hortonwood-based Golden Bear has already taken steps to increase its factory base in China to meet capacity.
“Given the digital engagement we saw with the Bush Baby World webisodes we anticipated a good start, but the first week of sales has blown us away,” said Mr Hughes.
“There is unprecedented demand and will be receiving new shipments in the country by the end of September so we are encouraging retailers to get their orders in as soon as possible.
“This has been one of the most amazing launches in our history and we predict that Bush Baby World will be a worldwide success, with the range being rolled out in various international markets in August.
“We are investing heavily in marketing across media channels including TV, digital and social from launch and a cinema campaign will start in October."
The company represents a number of well-known brands, making toys for Thomas the Tank Engine, In The Night Garden, JCB and Sooty which are distributed from its headquarters at Hortonwood, where Golden Bear employs about 50 people.
Golden Bear has grown significantly since its launch in 1979 by John Hales and Christine Nicholls, and continues to grow each year.
It is among the country's three biggest makers of plush or soft toys, and the second-biggest manufacturer in licensed plush items.
Golden Bear was recently included in the London Stock Exchange’s 1,000 Companies to Inspire Britain report.
