Plush Crush

Scentco Inc., maker of Smencils, is jumping into the collectibles realm with Plush Crush.

The new toy line includes more than 100 cartoon-like characters for kids to collect. Each comes blind-packed in a Crush Ball that kids can throw against any surface — bursting open to reveal the surprise character packed inside. Kids can attach the plush characters to kids’ backpacks, while the ball is a six-piece puzzle that can be reassembled for future play.

Plush Crush

“The early stages of Plush Crush remind me of the hype that came during the early days when we introduced Smencils,” says Chris Coté, founder of Scentco Inc. “Plush Crush has shown that it sells out incredibly quickly, a finding we were excited to discover during market testing phases. We expect this trend to continue as Plush Crush becomes widely available.”

Characters include narwhals, robots, piglets, pirates, mermaids, and more.

Plush Crush Retail Display

Early retail partners include Amazon and Office Depot, with more retailers joining the rollout this summer. 

Scentco will also offer Plush Crush for school fundraising and through partnerships with Scholastic and Follett.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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