For childrenswear retailers looking to enhance their product selection, our pick of soft toys offers imaginative design and shelf appeal to capture the hearts of young customers and gift buyers alike.
Happy Horse
Happy Horse (pictured above) has been creating soft toys for over 60 years. Designed in the Netherlands under controlled, safe, and fair working conditions, the machine washable toys are suitable from birth and include 100% recycled polyester stuffing and hang tags, and sewn-in labels made from recycled materials. Most of the plushies also have a matching Tuttle (flat plushie) available.
Wholesale enquiries: sales@finestforbaby.co.uk
Cuddle + Kind
Sustainably minded and ethically driven, Cuddle + Kind is committed to supporting children globally with its range of charming dolls. The brand was founded by a family on a mission to help feed children in need, whilst creating keepsakes with love. Made in Peru using sustainable, fairtrade practices, the Signature Collection offers handcrafted heirloom dolls, each of which provides 10 meals to children in need across the world.
Wholesale enquiries: admin@wildseven.co.uk
Jomanda
Designed in the UK with ethical production standards, Jomanda is currently celebrating 20 years in the soft toy industry. From the iconic Highland Cow to new farmyard favourites including geese, pigs, ducks, roosters and alpacas, the brand has become a go-to name for independents seeking premium-quality, machine washable toys suitable from birth. Jomanda also offers a bespoke plush service, enabling businesses to create custom-designed characters and mascots.
Wholesale enquiries: josales@jomanda.co.uk
Wilberry Toys
Part of The Puppet Company family business, Wilberry’s latest addition to its soft toy range is The Teddy Bears Picnic. The set features three mini teddy bears in a soft picnic basket, complete with a red checked picnic blanket to match their coordinating gingham outfits. As with all Wilberry toys, the set is designed to ignite imaginations, encouraging developmental play while enhancing fine motor skills and storytelling.
Wholesale enquiries: info@thepuppetcompany.com
Noodoll
The latest launch from female-led London design brand, Noodoll, comprises 12 brand-new mini plushies. Seeing Noodoll’s classic designs and bestselling characters transformed in a sitting pose, the new collection maximises display potential and is ideal for collectors. Committed to creating products that bring joy while supporting responsible production, Noodoll adopts small batch manufacturing, a repair service, and a preloved scheme.
Wholesale enquiries: wholesale@noodoll.com
Kaloo
With over 20 years’ experience, Kaloo is an expert in soft toys and comforters. Highlights include the Lapinoo bunnies, perfect for tying around any stroller or cot with their long ears, 100% eco-friendly Carré Douceur comforters made from recycled materials and stuffing from plastic bottles, and keepsake Tendresse dolls. Tendre Bébé is the brand’s latest launch, offering soft body baby dolls with a woven butterfly on the chest and a matching coloured hat.
Wholesale enquiries: sales@juratoys.co.uk
Keycraft
Keycraft has been creating wholesale toys for half a century, bringing joy to generations. Among the latest ranges are Clip and Cuddle keyrings. With their playful expressions, they are perfect for adding charm to bags. The keyrings are available in an assortment of designs, including farm animals, dinosaurs and fresh fruity friends.
Wholesale enquiries: sales@keycraftglobal.com