The drop-driven pop-culture collectible brand launches alongside a full-scale marketing drive
Just Play has launched its drop-driven collectibles brand Happy Haul, featuring plush, clip-ons, figures and more that tap into trends and pop-culture.
Released as limited retail drops throughout the year, Happy Haul invites everyone to chase the launch, find their favourites, and experience that yippee-worthy thrill of collecting something they love. The first drop landed in stores in late March, with a second drop coming this summer.
Disney enthusiasts will discover Disney Scents of Style Clip-On Blind Box Plush. Beloved characters like Tigger, Marie, and Lotso are paired with colourful fruits and a ring clip to take on the go. Just Play’s Duckalooz also make their Happy Haul introduction, with Duckalooz Snack Quack Clip-On Plush. In this series, collectors will find soft, fuzzy duck plush dressed in removable snack-themed costumes and a ring clip for easy display. Another Just Play-owned IP, Sour Pouts, joins the lineup with its Paw-ty Crashers, a vinyl-face plush clip on where each character has a unique adorable animal hat and pouty facial expression.
The brand has made its UK debut with the support of a full-scale marketing campaign that includes multi-channel influencer activity, spearheaded by an immersive launch event that took place this weekend. Hosted at Hamleys Regent Street store, influencer guests, including Gemma Summer, as well as the general public were invited to enjoy giant spin the wheel and lucky dip activities to mark the brand’s debut.
Amy Saunders, Managing Director UK&I at Just Play, said: “Happy Haul is such an exciting proposition that brings a completely new energy to the portfolio. The range includes collectible formats that appeal to all fans and collectors – be it stylish clip-on wearable accessories or displayable figures – which are then paired with the hottest licences and leading trends. All series come wrapped-up in a blind-box or capsule format and are produced in limited runs, designed to fuel the chase and capture the joy of everyday moments.”
Content creators have also embraced the launch; fans of character brands and collectible-loving Gen Z-ers have been sharing their love for Happy Haul with their followers. A substantial programme of influencer activity is planned across the season, covering all key platforms to drive the chase and keep the range front of mind. That’s not all, the launch is further amplified via paid social driving direct conversion, alongside eye-catching in-store visual merchandising and display activations.
“We’ve had amazing support for the brand at retail and we’re putting our full weight behind the launch to ensure it reaches its full potential,” added Amy. “The Hamleys London event offered a brilliant springboard to showcase the Happy Haul launch collection, but this is only the beginning of the activity we have planned, so watch this space!”
To find out more, contact uksales@justplayproducts.com.
