Good Juju: Super Impulse Revives Zumbies Line
Zumbies is a zombie-themed line of collectible toys that was originally released in 2012 and is now back from the dead! Zumbies are described as a “collection of six adorably undead yarn dolls” and each character has a unique backstory and a mission to turn misfortunes of the past into positive vibes for the current times. Zumbies are the perfect Halloween collectible…or simply the perfect collectible (all year round) for anyone who appreciates the aesthetic of Tim Burton. Indeed, the Zumbie characters look as if they escaped from Beetlejuice’s Netherworld. They have wide eyes as if caught in a endless state of surprise. Their stitched mouths convey just a hint of a smile…or a deranged grimace. Their wild hair looks as if they’ve been subjected to several of Dr. Frankenstein’s lightening blasts. Yet each one is colorful and charmingly endearing. Perhaps the greatest strength of this series lies in the cleverness of the writers who named each character and gave them a unique backstory.
· Unmatched Madeline, a perpetually single matchmaker and cat lady, wants you to find true love.
· Untalented Talia, a competitive singer with an attitude problem, wants you to find your star power.
· Unsatisfied Sally, a plastic surgery addict, wants you to see the true beauty in yourself and others.
· Unfortunate Fred, a degenerate gambler, wants you to find a wealth of riches.
· Unnoticed Norman, a romantic nerd with stalker tendencies, wants you to get the attention of anyone you wish.
· Unqualified Quincy, a Venus-fly obsessed scientist, wants to ensure that you are never the victim of your own success.
Meri Gelb, Head of Marketing at Super Impulse recently discussed the brand via an exclusive interview.
Megan Meehan (Q): How did the idea for the Zumbies initially come around back in 2012 and why did you decide to bring them back on the market in 2024?
Meri Gelb (MG): The concept for The Zumbies came from a desire to make a fun zombie-based brand. The Walking Thread came out of a combination of existing, generic, thread dolls and the art director’s passion for the hit show The Walking Dead. Creating this twist with a light-horror sense of humor felt fresh and fun. Like all zombies, they were just lying in wait to be resurrected, and Super Impulse recognized the great potential of collectible mini-Zombie dolls to capture the cute and creepy marketplace trend in 2024–25.
Q: Who wrote the background stories — and created the funny names — for the current six Zumies?
MG: The staff at Enterplay (now Play and Play) had a great time collaborating on the UNdead concepts. The challenge has been that there are just too many wacky ways for someone to meet their UNwise demise, which delivers a valuable “good juju” lesson.
Q: Be honest, do you have a favorite Zumbie? If so, which one and why?
MG: All six are unique and adorable in their own way, but my favorite is Unmatched Madeline. I love her design and the detail of her satin heart. The idea of offering someone a chance to find their perfect match and true love really resonates with me — I guess you can call me a hopeless romantic at heart! No one should have to live a life of loneliness.
Q: What are the biggest differences between the new series and the original?
MG: We are launching six of the original 12 dolls in Series 1. While the product itself remains the same, we’ve updated the packaging design and copy to make it stand out and really pop on store shelves.
Q: Why did you decide to release six? Why that particular number?
MG: Our goal is to build anticipation and excitement. By releasing the dolls in two waves we aim to maintain ongoing consumer interest. Rather than launching the entire 12 at once, this strategy encourages collectors to stay engaged with the brand as they wait for the next series to come out. Plus, releasing six dolls at a time feels like an enticing number for collectors, encouraging them to get the entire series without feeling overwhelmed by too many choices.
Q: Are you planning to expand this line at all in the future?
MG: Our primary focus right now is to secure widespread placement of Zumbies across the US in both mass market and specialty outlets. The original Zumbies line was launched in 2012, and by 2013 they were sold out in major retailers like Walmart, Target, Hot Topic, and Hobby Lobby! Our goal is to achieve even broader distribution this time around. Currently, Zumbies are available in specialty stores throughout the US and on Amazon. We believe fans will love Zumbies, and our mission is to ensure they’re easy to find and purchase. Plus, Series 2 is set to launch in spring 2025, and we are starting to develop Series 3, so there’s plenty more to look forward to!
Q: What else are you working on right now that you would like to mention?
MG: The mini plush category is experiencing tremendous growth, and we’re excited to be working on new additions that tap into this trend and resonate with fans of all ages! New for 2025, fans can look forward to the release of the World’s Smallest Godzilla, Peanuts (featuring Snoopy and Woodstock), Peppa Pig, Care Bears Series 6, Gumby and Pokey, My Little Pony (including Blossom, Cotton Candy, and Starshine), Furby and Tickle Me Elmo! We’re thrilled to bring these iconic characters to collectors and toy lovers in real-working, miniature size!