Boofle, Hunter Price Announce Partnership

UK Greetings, the team behind knitted pup, Boofle, has announced a collaboration with Hunter Price to build on the brand’s success with a new product innovation strategy spanning its core product categories.

Hunter Price will develop and distribute hero plush, which includes a wide variety of scope, from its heritage knitted pup, celebration, seasonal and sensory, all in many sizes and fabrics.

The team will be spearheading the creative product strategy to bring newness and innovation to the gifting category, from gift sets and decorations, to travel mugs and hot water bottles, which will be arriving in the retail market later this year.

A new category for Boofle, which Hunter Price will bring to life for the first time, will be across nursery, play and junior lifestyle products, with the hero plush pup expanded across comforters, blankets, wooden toys, keepsakes, changing mats, storage, activity tables and more.

U.K. consumers will soon be able to bag a Boofle bag for life too.

“We couldn’t be prouder to bring a little national treasure like Boofle into the Hunter Price family,” says Allana Holmes, commercial director, Hunter Price International. “He’s such a well-known character, one I’m sure has featured in so many of our households over the years.

“Boofle’s appeal spans so many generations, from grandparents to young children, it’s a brand which has a lovable, nostalgic and importantly, especially within the gifting space, represents great quality. We’ve been working away on the new Boofle collections which will be arriving in U.K. retail in time for the AW24 gifting season – and with so much scope across our brand-new nursery category, we can’t wait to showcase the growth opportunities with Boofle.”

“The approach Hunter Price has presented for Boofle has got us very excited,” says Sandi Parisi, product director, UK Greetings. “We know firsthand how well-loved and popular Boofle is with consumers, and we’ve always believed in the brand’s potential to grow beyond the celebrations category. Hunter Price’s expertise across home, nursery and lifestyle make them perfectly positioned to bring Boofle into these categories. We’re so excited about our partnership and can’t wait to see their plans come to life at retail.”