Ontel is following up the Huggle Hoodie blanket-like, oversized hooded sweatshirt with Huggle Pet Hoodies, a line of collectible plush animals that unroll into oversized children’s sweatshirts.
The initial retail offering in the Huggle Pets Hoodie collection, set to hit stores in August, will include purple unicorn, rainbow unicorn and green dinosaur plush animals, which unzip into one-size-fits-all kids sweatshirts, according to Craig Jordan, Ontel’s svp/sales and customer solutions.
Other styles will be added to the retail program based on consumer preferences as the DRTV-to-retail campaign advances, Jordan added.
The original Huggle Hoodie adult sweatshirts, made of fleece blanket fabric lined with plush “Sherpa” material for warming comfort, enjoyed strong sell-through during the 2018 holiday season, Jordan said.
The convertible kids’ Huggle Pets Hoodies, also at $29.99, are expected to be less seasonal than the adult Huggle Hoodies.
“The conversations we’re having with certain retailers, including toy stores, are much more about the collectability of Huggle Pets and the play value,”
The retail rollout of Huggle Pets Hoodies in August will coincide with a DRTV campaign that intensifies through the second half, Jordan said. Ontel plans to complement DRTV with an active social media campaign that emphasizes the collectible and interactive play attributes of the line.