Smashing new launch for Zuru

by TnP Staff
Published: 1 November 2017, 09:21
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Smashers is the new collectable craze coming to retail on Boxing Day

Zuru has unveiled its new collectable range Smashers, which will be available at retail from 26 December 2017.

The innovative element to the brand is that each Smashers character is housed inside a red SmashBall. Kids can only discover which ones they’ve collected by smashing the SmashBall open, thanks to a unique and on-trend surprise opening mechanic created by Zuru. Once unboxed, children can battle, collect and score with their Smashers – as each one has its own Smash Point Value allowing for extended play.

Series 1 is based on the world’s most popular sports going into 2018, a year that will play host to a number of global sporting events including the FIFA World Cup in June. The range includes both good and bad sport characters, along with rare Sports and Golden Trophies to find, and all Smashers appear on the accompanying Collector’s Guide and Game Sheet.

“We are extremely excited to launch Smashers, as there is a huge opportunity in toy collectables right now that no one has really mastered," said Renee Lee, Global Marketing Manager, Zuru. "Children love smashing anything they can, so the surprise opening mechanic will surely be a hit with kids as well as infamous YouTube influencers we are working closely with. Sports is the perfect launch theme with all the upcoming sporting events. We aim to inspire young children all over the world to pursue their favorite sports. The uniqueness of the SmashBall, however, is how we can expand into a multitude of new and relevant themes in the upcoming series."

Aimed at both pocket money and birthday money budgets, SKUs include the Smashers one pack, three pack, eight pack, and bigger items including the Collectors Tin and Smashers Team Bus that transforms into a Football Field to shoot Smashers! The Smashers launch will be backed by a huge global marketing push spanning trade support, traditional on- and offline media, unboxing influencer outreach, events, sampling and social media, as well as big presence at retail.

Adam Woods, Creative Director, Zuru added: "Unboxing remains a huge trend globally and we wanted to embrace that in a brand new collectable. So we’ve innovated a new collectable device that takes that trend to an exciting new level in Smashers. Kids will love to smash open the surprise SmashBall and collect our funny characters. The other great thing about our innovation is that Smashers can easily encapsulate any trending theme or license. Something which other traditional collectables sometimes struggle to accommodate.”