ZURU said it has bucked the trend after revealing its full-year results for 2023 which showed its sales outperforming the market. 

The company said its sales fell by 3% last year, which is less than the 5% experienced by the overall market according to Circana figures. 

ZURU said the figures “confirmed its position as a top-six corporate manufacturer in the UK market for 2023, and #10 during the Q4 period”.

Successes for the company included its 5 Surprise miniature collectibles brand, which was the number one property for miscellaneous toys in 2023. It also highlighted its sales in the blasters and shooters category. It also highlighted its sales of collectible plush range Snackles, noting: “The brand was the #1 new property in the total Plush category, and #8 new property in the total UK toy market for 2023.”

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