Every 10 year old deserves to have their birthday marked, and Boofle is no exception, especially as the cute knitted dog is UK Greetings’ biggest brand. More than £150 million has been spent on Boofle products since he launched a decade ago, with a whopping 10 million Boofle cards sold every year.
UKG is getting behind the anniversary with a design reboot, treating Boofle to a trio of different looks (each tailored to different consumer tastes), which go into store in June, as well as a birthday party, new commemorative logo and full programme of social media activity.
The party, held at UKG’s Dewsbury HQ, provided a great opportunity for the new Boofle collection to be seen in its entirety on an 8’ everyday plan.
As Susan Jones, brand development manager of UKG commented: “Everyone at the party was invited to select a card or two to take home and it was brilliant to hear lots of “aah that one’s sooo cute” type comments as people browsed the display. It was a celebration of 10 years, but the buzz at the event felt more akin to a major new product launch with everyone falling even more in love with Boofle than before!”
In addition, a specially designed limited edition card has been created, incorporating a ‘Boofle button’, which appears on all the new products.
Boofle has built an impressive consumer following over the years, as reflected in his social media rankings. The cute character has 20,495 likes on Facebook, 11,100 followers on Twitter; there were 102,027 page views on the dedicated website last year alone; the Boofle VR experience was downloaded over 9,000 times; the Boofle Christmas campaign alone reached almost 10 million people while the various animations frequently top a reach of over 300,000 people.
