Feature - Plush

Space for a plush one?

The Plush category is overflowing with best-in-class suppliers, standout ranges and future best-sellers, with sales being fuelled by Gen Z trends, Kidult consumers and a need for all things cosy and comforting. In the wake of recent headlines regarding a well-known brand, Toy World brings readers a round up of the numerous new plush lines launching this yearfrom companies that value their retail relationships and the importance of indies.

Plush remains one of the toy market’s most consistently successful sectors. According to Circana data, Plush is the UK market’s sixth largest supercategory, with soft toys stocked in some shape or form by just about every toy retailer. From traditional to fashion-led, from high-end to impulse purchase, from character licensed to generic, there is a soft toy for everyone – and toy retailers are always looking for ways to freshen up their offering to keep consumers coming back for more.

This year’s deep dive into the world of Plush toys has ended up coinciding with Jellycatgate. Unless you’ve been backpacking in the wilds for the past six weeks, you’ll know that at the end of June, 100 specialist independent retailers received a letter – generically addressed “Dear Jellycat Stockist” – informing them that they would no longer be supplied with the popular plush toys. A great deal more were informed that they’d failed to qualify for “Official Stockist” status, which comes with the great honour of a window sticker. Don’t worry, though: a kindly sales manager would be on hand to help them improve, if they wanted to try again for 2026. Understandably, some indies were so incensed that they chose to close their Jellycat account. One of them was Erica Stahl of Pippin Gifts, who sent Jellycat a blistering response via email (it’s well worth a Google). Sharing her reply on Instagram post, she wrote: “There are plenty of beautiful products to fill our shelves, and so many suppliers who are an absolute pleasure to do business with. Bye Jellycat.”

Erica is right – there are indeed plenty of beautiful plush lines and great suppliers out there, as this comprehensive category feature reflects. So, if you’re looking to fill a Jellycat-shaped hole on your shelves, or simply looking to extend this popular category, read on.

Plush is often perceived as a deeply traditional category, but over recent years we’ve witnessed licensing, collectability, stylised design and out-there consumer trends influence the sector. According to Dylan Lawler, Social Media & Marketing manager at Innov8 Creative Academy – the company behind smash-hit brand Deddy Bears, as well as new 2025 launch Limbz - category evolution is being driven by adult demand just as much as it is by kids. One of the biggest trends of 2025 has been clip-on or wearable plush, fuelled by Gen Z (13-28 years old). Innov8, which is catering to demand by introducing a range of 4.5” blind-bag Deddy Bears Bag Clips, is one of several suppliers rolling out such ranges this year: Posh Paws, Bandai, Hasbro, Keel Toys, Aurora World and Just Play are among those also launching assortments that will allow consumers to take their favourite plush characters with them wherever they go, while Ty continues to introduce adorable new characters to its Mini Boos and Beanie Clips lines. Being small and portable, bag clips and charms also tend to come with an affordable pocket money price tag, which further increases their appeal in the eyes of consumers.

Sticking with small, Aurora World is enjoying success with its bean-filled, soft and under-stuffed Palm Pals range, which covers trending themes such as food, animals and everyday objects; if you’ve ever wanted a palm-sized plush teapot or watering can, this is the range for you. “Palm Pals appeals to a wide customer base and continues to perform strongly across all major channels, from its heartland - independent toy and gift stores - to premium multi-door retail, travel and duty-free outlets, tourist shops, garden centres and seasonal attractions,” explains Martin Ringer, Sales director at Aurora World. “New styles such as Axolotl, Teapot, Airplane, Ship and Ice cream have recently been added, giving even more reasons to collect them all, and social media activity is high, driven by Aurora World, retailers and consumers.”

Social media continues to play a major role in the success of Squishmallows, from Jazwares. Indeed, Heather Corbett, head of Brand & Marketing, Squishmallows & Plush – Europe, says it’s been central to the brand’s meteoric rise. “With over 15b organic impressions and a highly engaged fanbase, including celebrities, creators and collectors, the brand thrives on shareability, trends and authentic community connection,” she says. “Our influencer-led campaigns, particularly on platforms like Snapchat, have proven effective at sending fans in-store and online and creating measurable sales uplifts. Our influencer-led Squish Hunts are driving real footfall into stores, especially when paired with high-impact moments like new product launches and gifting peaks.”

At the same time, Jazwares is keeping the brand fresh and front of mind by continuing to forge innovative licensing and lifestyle partnerships, from Disney, Marvel, Stranger Things and Hello Kitty licensed plush to tie-ups with McDonald’s Happy Meals, H&M and Puma.

2025’s impressive movie and TV show slate is providing plush licensees with enviable product development opportunities. Posh Paws is celebrating the highly anticipated launch of Gabby’s Dollhouse: The Movie and Wicked: For Good, as well as Netflix’s Wednesday, with new and refreshed toys, which join existing ranges for Jurassic World Rebirth and How To Train Your Dragon. Just Play, meanwhile, has been seeing strong sales across its own licensed ranges, which span Disney Junior, Minnie Mouse, SuperKitties, Sesame Street and more. As master toy licensee for Disney Stitch, the company has launched two feature plush toys, which Amy Saunders, UK Country manager, has high hopes for: Many Moods Stitch, which she says has “performed brilliantly at retail”, and Ultimate Stitch, which is tipped to be a festive best-seller.

Amy sheds light on the trends she’s seeing within Plush, including continued demand for toys that can support emotional wellbeing. She tells us: “Consumers – especially those affected by anxiety and neurodivergence - are becoming increasingly educated on the benefits of sensory and weighted items, including toys. Many companies have developed toys to meet that new demand, but Just Play has gone a step further, using licensing to offer plush that are not only designed to support calmness and wellbeing, but are also packed with appeal. Our new brand, Comfeez, offers kids the snuggly comfort of a cosy hug with soft tactile fabrics, and each fan-favourite licensed character is filled with 2lbs [0.90kg] of pellets.” Simba Smoby is also launching weighted plush for 2025, in the form of the 40cm, 1.5kg Disney Snuglets range, while Zuru is expanding its core 1.5kg Hug-A-Lumps range with seven smaller 0.75kg characters and 11 ‘baby’ 230g plushies.

Elsewhere, kawaii is still shaping the category. Posh Paws’ Kawaii Kuties range this year welcomes collectible Mini Plush Surprise Capsules and Blind Box 3D Figurines based on popular foods including dumplings, macaroons, French fries and cake. The assortment of 2-in-1 plush Noodle Pots is a particular highlight, allowing collectors to mix and match the kawaii plush characters with the noodle pots. Kawaii and food also combine to form Mochi Pop, which has emerged as one of PMS’ most successful plush brands; a company spokesperson told Toy World the brand is outperforming many licensed ranges. Golden Bear is also tapping into the food theme with Foodibles, a new range of cute and collectible scented plush. Inspired by character bento boxes and stylised food trends, each plush comes in highly giftable packaging that matches the character inside.

Writing this shortly after the summer solstice, seasonal events are on the horizon and hold promise for plush retailers. Halloween is a major holiday for Innov8 Creative Academy, which excels at bringing consumers plush that is as creepy as it is cute and collectible.

“At Innov8 Creative Academy, we focus on creating products that are first, best and only,” says Dylan Lawler. “We make sure each line has a clear purpose, whether through clever design, great storytelling or just something that sparks joy. It helps us stay true to the heart of plush while still moving the category forward. Everything we’ve done, from ‘Summerween’ onwards, has taken us from strength to strength, with innovation helping us diversify our portfolio. The goal is to not just show up but to stand out and make an impact. Emotional connection is something we build into every new launch, and our fans remind us of the success we’ve had every day. Deddy Bears, Limbz and our umbrella Kreepy Kreatures brand are all prime examples that it’s okay to stand out from the crowd.”

Of course, after Halloween comes Christmas, a huge time of year for PMS’ Elves Behavin’ Badly brand. Elfie and Evie – mischievous characters with soft bodies, extra-long legs and distinctive vinyl faces – are joined by plush caribou Rudie, who brings an additional element of charm and festive spirit to the range. In addition, Zuru’s Disney Snackles welcomes new 8” and 14” seasonal Halloween and Christmas characters, and Aurora World’s Halloween and Christmas Palm Pals lines will launch for Q4. All are well worth a look if you’re seeking ways to refresh and theme your store for Q4 (as well as capitalise on our increasingly American approach to celebrating spooky season).

While some plush suppliers are making a name for themselves by treating their retailers abysmally, our contributors and advertisers pride themselves on their first-class customer service and partner support – and are seizing the opportunity to reiterate this to independents in particular. Keel Toys promises dependable stock availability and competitive pricing – something that will be music to the ears of those who’ve been dealing with chronic difficulties securing Jellycat – and says its mission is simple: to respect and understand what makes businesses work and to deliver collections that blend imagination, innovation and reliable sell-through. Aurora World also works closely with its retail partners of all sizes, and prides itself on its openness and accessibility. Martin Ringer says the goal is to build “longterm relationships that are beneficial for all parties” by delivering a strong brand profile with a clear one-stop solution. Supporting FSDUs, CDU fixtures and POS, meanwhile, ensure easy stockist recognition for collectors and consumers of all ages.

Innov8 is equally committed to its partners. “Our retailers believe in our brands, and we’re committed to helping them succeed” says Dylan. “That means standout packaging, marketing that drives excitement both in-store and online, and a strong focus on social to reach fans where they already are. We think about the full path to purchase and build programmes that support sell-through.”

To support Squishmallows, Jazwares is delivering an estimated 500m impressions across autumn/winter 2025 through a full-funnel plan that includes Snapchat and TikTok influencer campaigns, VOD, YouTube, pre-roll and gaming ads. Always-on gifting, custom hubs and licensed waves will be layered with real-time social storytelling and retail theatre to keep Squishmallows constantly visible and relevant. “Plush is evolving, and Jazwares is at the forefront of this shift,” concludes Heather Corbett. “With a broad and growing portfolio that blends collectability, lifestyle relevance and multigenerational appeal, we have brands that connect with everyone, from pre-schoolers to adult collectors.”

Read on to find out more about the ranges mentioned in this piece and many more, and why they deserve a space on your shelves this year.