The birth rate in the United States is climbing upwards, and that’s good news for suppliers of Christmasthemed plush figures. “There’s a second baby boom going on right now, and there’s a huge, huge market for plush,” says Alicia Ariza, marketing associate for The Bearington Collection. In response to increased demand, the company introduced the “Bearington Baby Bear” line last year and is debuting a “Baby Christmas” line for 2009.

GUND is also targeting the baby market with an extended line of plush as well as other décor and accessory products marketed as part of the company’s GUNDbaby brand. “Today’s parents and grandparents have the money to spend,” says Shallu Chhabra, the company’s manager of marketing
and licensing. New in GUND’s 2008 line is My First Christmas Bear, a “super-soft” white teddy wearing a stocking cap and neck scarf. The words “My First Christmas” are embroidered on its chest. Another new introduction is My First Christmas Stocking, a 14-inch plush-and-velour stocking
with a sewn-on pocket that holds a teddy rattle.

Babies are not the only ones who love soft, cuddly creatures. Suppliers say women of all ages buy plush bears, dogs and other animals as well as plush Santas and snowmen — both for themselves and as gifts for friends, boyfriends and family members. “[Plush] fills a generalized gift role. It’s a safe and whimsical gift,” says Diana Arguelles, spokesperson for The Petting Zoo.

Plush manufacturers note that the sluggish economy may be having a positive effect on their sales, since even a topof-the-line teddy bear is relatively inexpensive. “We’re seeing a resurgence in demand for plush. Last season was our best ever,” says Susan Brielmann, vice president of Rudolph & Me.

Selling Points
A number of 2008 plush introductions feature music and motion. For example, The Petting Zoo offers a 14-inch-tall dancing snowman that plays “Santa Claus is Coming to Town” and 25-inch Santas and elves that play “Jingle Bell Rock.”

Russ Berrie and Co. features Joy Bear, a singing bear in a zebra-trimmed Santa suit. It sways to the music as she croons “Santa Baby.” DJ Jingles, also from Russ Berrie, is a Dalmatian that sings “Jingle Bells.”

Additionally, GUND features a penguin whose head, wings and mouth move as he sings “Feliz Navidad.” Also new from GUND is Storytime Bear. It holds a fabric book version of “‘Twas the Night Before Christmas” and reads aloud from this beloved Christmas tale.

Vendors report that although music and motion attract shoppers’ attention, when it comes to plush, these features are not enough to close the sale. “Neither music nor mobility is as important as good design,” says Arguelles of The Petting Zoo. “It has to be cute before it can do anything else.”

Mary Beth Roberts, assistant designer for The Bearington Collection, believes that a good in-store display can dramatically improve sales of plush. “If it’s scattered all over the place, you don’t want it, “ she says. “If it’s displayed in vignettes and you can imagine the narrative, it makes it that much cuter.”

Roberts notes that a vignette in The Bearington Collection’s showroom features bears taking their dogs for a walk. “Even people who don’t want to buy plush enjoy our showroom,” she comments.

Styles for 2008
Nostalgia is always a major factor driving choices in the plush category. New moms, for example, often buy their children plush characters that are similar to the ones they remember fondly from their childhoods. Manufacturers, however, say that plush styles do subtly change from year to year and
that these changes are influenced by clothing and décor fashions. Roberts of The Bearington Collection points out that combinations of chocolate and turquoise hues — currently popular in other
consumer categories — are being employed in plush animals’ clothing this season.

The Petting Zoo’s Arguelles reports that texture is becoming more important. There are a wider variety of materials being used and more mixes of different textures in individual pieces. She also notes that, because of reports of lead in toys, suppliers are also using more embroidery as opposed to buttons or other painted accessories.//