Aug 2, 2007

Aurora Announces Mid-Year Plush Product Releases

Pico Rivera, CA – Aurora World Inc. (Aurora) announced the top products from its mid-year catalog today, wooing retailers yet again with the best plush made ’round the world. There are upwards of 30 new Mini-Flopsies line additions (8″, MSRP $4.99) including an Iguana, Praying Mantis, Lady Bug, Tarantula, Gecko, Horned Toad and Leaf Bug for the boys. The Mini-Flopsies have been one of Aurora’s most successful lines in the company’s history.

“Boys are often difficult to target in the plush marketplace,” says Paul Roche, SVP of Sales at Aurora. He adds, “They can now go beyond bears and dogs with our newest Insect and Reptile Mini-Flopsies.” As for the “political” plush Mini-Flopsies featuring a GOP Elephant and Demo Donkey, “We have one of the most important elections in our country’s history coming up in 2008, and we expect our political plush will be a major hit within both parties,” Roche says.

A brand new line called Playtime Puppets (MSRP $14.99, 12″, puppet includes two 3.5″ finger puppets) is also being debuted for mid-year 2007. Gator, Froggy, Scruff, Moo Cow and Penguin make playtime more fun and add interactive life to kids’ playtime. Each puppet features velcro on paws/feet/hands and mouth which hold two related finger puppets for added fun. For example, Gator comes with his crocodile pal and a fish; Moo Cow holds a bottle of milk and his friend the pig. For more information, visit auroragift.com or call 888-287-6722.

About Aurora

Aurora World, Inc. is a leading manufacturer and supplier of affordable, high quality toys and gifts. Aurora’s name reflects its growing influence in the worldwide marketplace, as well as its international manufacturing, R&D and distribution resources. Low prices, high quality and extensive variety are hallmarks of Aurora’s success. Founded in 1992, the U.S. company has ascended quickly to become the respected leader in the world’s plush and gift industry. The company sells its products via a wide variety of retailers including major zoos (a fast growing market), department stores such as Mervyns and Neiman Marcus, high-end toy stores such as Learning Express, top gift chains such as Hallmark, Claire’s and Club Libi Lu, as well as hospital gift shops, fine florists, candy stores and gift/stationery stores worldwide.