Property Profile: Fuggler Expands with Freaky Fun for All

It’s been 15 years since Louise McGettrick first listed a batch of handmade figures called “Fugglers” on Etsy. The mischievous plush “funny-ugly monsters,” each with human-like teeth and a signature “BUTT-on hole,” gained a following, eventually landing with licensing agent Michael Goodman, who sold the Fuggler brand to Spin Master in 2018.

From there, licensee Addo Play put its stamp on the brand with distribution through ToyMonster. Now, under the management of Libertas Brands, Fuggler is growing with new products in multiple categories from a pair of new licensees: ZURU and PMI Kids’ World.

“Fundamentally, Addo Play did an amazing job of establishing Fuggler as a collectible plush brand by dropping many new themes and characters each year in differing sizes and accessible price points,” says Mark Kingston, CEO & Co-Founder at Libertas Brands. “With the scale and reach of ZURU, they’re doubling down on this strategy and releasing over 150 new plush items in 2025 — constantly providing newness into the brand.”

Kingston notes that PMI Kids’ World is following a similar plan for its extensive line of collectible and interactive figures, “providing fans with a way to expand their Fuggler collection through unique new items … Always with the Fuggler DNA — ugly but cute!”

Retailers looking to make a statement can stock Fugglers in various sizes, ranging from 3.5-18 inches, with new themes and characters, including pop-culture mashups with Gremlins, DC Comics, Lord of the Rings, and more.

A version of this feature was originally published in the 2025 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!