In the dynamic world of collectible toys, few brands have made an impact as quickly or as distinctively as Deddy Bears. Created by the inventive minds at Innov8 Academy Ltd, the brand has carved out a unique niche, combining creepiness, cuteness, and humour to create a truly memorable lineup. With Jasnor holding the reins of distribution for Australia, Deddy Bears is on a rapid rise to global domination. The plush toy market has never seen anything quite like this before, Innov8 and their overseas distributors have received resounding success in iconic international retailers including Walmart, Smyths, Hot Topic, Spencer’s, Game Stop, FAO Schwarz, 5 Below, Claire’s, Walgreens and many more! Deddy Bears are stocked in an impressive 60,000+ retail locations worldwide!
From Misfits to Must-Haves: Why Deddy Bears Are Retail Gold
Deddy Bears have redefined the collectible plush category by embracing a design philosophy that blends quirky charm with a creepy edge – capturing fans too cool for a cute cuddle buddy! Each character is a hilarious yet heartwarming misfit, brought to life through impeccable design and ultra-soft & squishy plush material. The product line caters strongly to young boys in particular – a demographic often underserved in the plush market – while maintaining broad appeal for collectors of all ages.
The range includes:
- Large 30cm Plush Toys: These large size softies are perfect companions and make the best statement displays. Packaged in striking coffin-shaped boxes with acetate windows, perfect for impactful in-store displays.
- Mid-Size 14cm Plush Coffins: A compact and colourful option that retains the brand’s playful yet edgy packaging. The smaller size plush is still soft & squishy, great for imaginative play and creativity!
- 10cm Mystery Blind Bag Clips: These impulse-buy collectibles come in the ultimate craze that is blind-bag packaging! Once their character is revealed, collectors can attach their new friends to their bags, pencil-cases and more – carrying a piece of their Deddy Bears everywhere!
This variety in format makes Deddy Bears a powerhouse for retailers, offering options for every price-point and purchase opportunity. Along with the Deddy Bears plush, each character has a quirky death certificate detailing their ultimate demise and crazy characteristics! This extra information adds an irresistible layer of personality and elevates the brands collectability – particularly amongst older fans.
Award-Winning Momentum
In less than 18 months, Deddy Bears has amassed an impressive collection of global accolades, culminating in its recent nomination for Collectible Toy of the Year 2025 by the Toy Foundation at the New York Toy Fair. This recognition cements the brand as a global leader in innovation and appeal within the collectible toy industry.
Adding to the excitement, Deddy Bears is set to join the Roblox universe in early 2025. Each product will feature redeemable codes for exclusive in-game content, allowing fans to interact with their favourite characters both physically and digitally. This crossover between tangible collectibles and the virtual world exemplifies Innov8’s forward-thinking approach to toy design. Look out for even more exciting brands & characters in the Kreepy Collectibles Roblox world, sure to also become a collectible phenomenon both digitally & physically!
Jasnor: Driving the Deddy Bears Phenomenon
As the exclusive distributor and driver for the Australian market, Jasnor has played a pivotal role in Deddy Bears’ success. Their expertise in building brands and connecting with retailers has helped secure prime shelf space, including a coveted partnership with Big W, where the exclusive Jumbo Deddy Bears range has become a standout hit.
The momentum continues with an expanded product lineup for 2025, including seasonal-themed collections and two new character series. Retailers and fans alike can look forward to seeing the latest additions at Jasnor’s impressive Deddy Bears showcase at the Melbourne Toy Fair this March. A massive concourse activation, meeting place take-over and branded décor will spotlight the brand, creating an immersive and unforgettable experience for attendees.
A Brand to Watch
Deddy Bears has proven that creepy can be cute by embracing a more light-hearted perspective in the market. With its innovative design, diverse product formats, and strong distribution network through Jasnor, this brand is poised for continued growth. The future looks bright (and delightfully frightening) for Deddy Bears, Innov8, and their ever-expanding fanbase – but the fun doesn’t stop there! Watch out for Innov8’s expanding range of other Kreepy creatures under their Kreepy Collectibles banner, with several highly anticipated sub-brand launches due to hit the shelves for second half 2025 and beyond!
This article originally appeared in Edition 14 of The Toy Universe Magazine
