South Africa is about to experience a plush toy revolution as ZURU introduces Fugglers, the Funny Ugly Monsters that have captivated hearts worldwide with their mischievous charm and unconventional appeal.​

These quirky creatures, known for their human-like teeth, vacant eyes, and signature ‘butt-on hole,’ have become a global sensation. In the past year alone, sales have skyrocketed by 247%, making Fugglers the third most purchased plush brand globally. Retail experts predict they’re on track to claim the top spot this year. ​

Fugglers’ unique allure transcends age boundaries. While they delight children as young as five, their quirky charm and collectability have also enamoured teens and adults alike.

A recent viral trend on social media platforms like TikTok has propelled Fugglers into cult status, with fans showcasing their collections and personalising their plush monsters with rhinestones, accessories, and outfits to create unique looks. 

“Fugglers are not your typical cuddly plush, they’re cheeky, mischievous, and utterly unforgettable,” says Glenn Ambrose, Country Manager at ZURU South Africa. “Their offbeat charm has made them a massive hit, not just with kids, but also teens and adults who love their collectability and sheer silliness.” 

“These funny-ugly monsters that will warm your heart and take over your life with their mischievous antics and straight-up bonkers appearance,” he adds. 

Ambrose says that ZURU is thrilled to bring this global phenomenon to South Africa and can’t wait to see how fans here embrace these delightfully disturbing creatures.

“A viral trend has also propelled the brand into cult status, with fans obsessively hunting down rare Fugglers, sharing collections online, and even ‘blinging’ them up with rhinestones, accessories, and custom outfits, much like the Squishmallows craze,” he adds. 

“Collaborations with beloved franchises such as SpongeBob SquarePants, Teenage Mutant Ninja Turtles and Lord of the Rings have further amplified Fugglers’ popularity, demonstrating a robust demand for humorous and unconventional toys in the market,” he explains. “There are over 150 different Fuggler designs and we’re set to launch the first three ranges through retailers nationwide later this month.”

“The South Africa launch range includes Fuggler Mini Rascals, Fuggler Fart Face and Fuggler Budgie Fuggler, which have already become best-sellers internationally,” Ambrose adds. “Exciting additions like Fuggler Gremlins, Fuggler Lord of the Rings, and adorable Love Fuggs are also on the horizon.”

As Fugglers make their South African debut, they promise to inject a dose of quirky fun into the plush toy market, offering consumers a chance to own a piece of the global craze that’s redefining collectability and charm in the toy industry.

The Fugglers will be on shelves later this month at leading retailers nationwide. For more information visit: www.zurutoys.com.