FRANCE/UK. Soft toy and plush specialist Aurora World has teamed up with Danish shipping company DFDS Ferries to launch its sustainable Eco Nation range onboard two of its ships. The Eco Nation range was launched onboard the Dunes and Flandres vessels in April.
As reported, the Eco Nation collection is made from 100% recycled and natural materials, including recycled PET bottles. The tags are also made from recycled materials. It takes 8 x 500 ml PET bottles to manufacture one plush toy.
The nine animal styles in the range include: Penguin, Seal, Turtle, Panda, Giraffe, Elephant, Fox, Wolf, and Squirrel. Sizing is 24/30cm with a retail price of €14.95 (US$17.80), with more styles to be added this year.
The plush line is displayed in a special merchandising unit which highlights its sustainability credentials. It was debuted in October 2020, as part of the company’s eco-strategy which seeks to transition its entire product range to more eco-friendly alternatives.
“DFDS are committed to reducing the use of plastics onboard our ferries and the introduction of soft toys made from natural and recycled materials is a fantastic statement from Aurora,” said DFDS Category Manager Kevin Johnson. “I am thrilled to have the Eco Nation collection as part of our assortment for 2021 and the intelligent branding puts across a positive message that the customer can clearly understand.”
“We have a strong business with DFDS,” added Aurora Travel Retail Sales Manager Garry Stoner. “The launch of Aurora’s Eco Nation collection will create a new revenue stream tapping into those consumers looking for an Eco option.
“Important in our launch strategy is the communication of Eco Nations product credentials. Messages such as ‘made from recycled and natural materials’ along with ‘8 PET bottles to produce 1 Eco Nation’ toy are key. We worked closely with DFDS to execute the branding message at point of retail and are very pleased with the results.”
