2008-02-17 18:33:47 - More than 40 SKUs Hit Retailer Shelves in June

Pico Rivera, CA - February 17, 2008 - Aurora World Inc. (Aurora), known worldwide for its high quality and affordable plush gifts, has announced the release of the world's first 'green' plush animal line, debuting at Toy Fair 2008 (February 17-20, 2008; Javits Convention Center, New York City, Booth #747). Made from soybeans (exterior) and kapok (interior), the line will

consist of more than 40 SKUs, varying from 7.5 to 13 inches. Retail prices are anticipated to range from $14.99 - $29.99, respectively. Products hit shelves in June. The Eco-Plush is accented by a remarkable rippled and corrugated hangtag made from 100% recycled paper, which reads, 'Aurora, Naturally™.'

'Our retail customers like the San Diego Zoo, Monterey Bay Aquarium and department stores, as well as consumers alike are demanding that manufacturers, especially those who lead an industry like we do, offer environmentally responsible products,' says Paul Roche, SVP of Sales at Aurora. Referring to the fact that eco-friendly products are generally double or triple the price of non-green counterparts, 'Aurora is really excited and especially proud to offer an Eco-Plush animal line that retains quality without compromising affordability,' Roche says.

Aurora's Eco-Plush line will first comprise arctic and endangered animals like polar bears, penguins and seals as well as jungle animals such as gorillas, monkeys, elephants and hippos. Roche explains that Aurora expects to grow the line exponentially through 2008 and beyond. 'No matter which side of the environmental debate one might fall, it's evident how important it is for all of us in the toy and gift industry to take steps towards saving, restoring and preventing the damage of our planet,' adds Roche. He concludes, 'We're excited to be the first to offer a complete plush animal line that will delight the hearts of kids and parents, with peace of mind that they are more environmentally friendly and softer than any other eco product in the industry.'

About Aurora
Aurora World, Inc. (www.auroragift.com) 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 extreme 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 Cracker Barrel, as well as hospital gift shops, fine florists, candy stores and gift/stationery stores worldwide.
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