Aurora's Softy Soakers™ Make a Splash in Plush Playtime




Plunge Plush Toys in Water, Expand to Full Size in 40 Seconds


Pico Rivera, CA - July 2011 - Aurora World Inc.
(www.auroragift.com), celebrating its 30th Anniversary this year, is releasing a plush collection that loves diving into water in the summer as much as kids do. Simply place Softy Soakers in water and the plush expands from practically nothing into a full size, eight-inch plush animal. The initial collection includes the "Fanta-Sea" plush assortment, and based on the response from buyers at this year's winter shows, Aurora sees a huge hit in the making.

"Everyone who came to our booths or showrooms earlier this year inquired about these H20-friendly toys," says Michael Kessler, SVP of sales and marketing. "With Softy Soakers, kids have a new way to experience their plush animals and don't have to wait long for the toy to 'grow up'," Kessler says. "Softy Soakers are good to go in about 40 seconds. They don't take 72 hours to become full size, like some other products on the market."

The "Fanta Sea" collection (MSRP: $10 each) includes a sea horse, octopus, hammerhead shark, dolphin, sea turtle and alligator. "All you have to do is fill a bowl with water and drop in the Softy Soaker. We suggest massaging it for speedy water absorption. Then after 40 seconds, grab a towel, "rub-a-dub-dub" it dry and you're ready for some fun." Kessler adds it is a relatively simple process for any child, mom or dad and a great toy for the summer months.

For more information, please visit http://www.auroragift.com, email info@auroragift.com or call 888-287-6722. Shop Aurora online at http://shop.auroragift.com or more than 25,000 retail outlets worldwide. Find Aurora on Facebook: www.facebook.com/auroraworld.

About Aurora World Inc. Aurora World, Inc., celebrating its 30th anniversary in 2011, is a leading manufacturer and supplier of high quality, competitively priced plush toys and gifts. Aurora's name reflects its extensive product lines and growing influence in the worldwide marketplace, as well as its international manufacturing, R&D and distribution resources. Founded in 1981, the Korean company with headquarters in the United States, United Kingdom, Hong Kong and Germany, has ascended quickly to become a respected leader in the world's toy and gift character and contents industry. Aurora created the international plush toy phenomenon - YooHoo & Friends™ - and its corresponding free, interactive web site (www.yoohoofriends.com), appealing to young children and tweens alike. The company sells its products via a wide variety of retailers including major zoos, high-end toy stores such as Learning Express, top gift chains such as Hallmark and Claire's as well as hospital gift shops, fine florists, candy stores and gift/stationery stores worldwide.

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