Modern soft toys are so much more than just fluffy teddies. They are designed to stimulate and comfort, plus they're oh-so-stylish too. If you are buying for a newborn, a softie that can soothe is just right. For a toddler, you’ll want one that engages their senses and maybe encourages some imaginative playtime too. We’ve picked out our favourites that make the perfect besties for kids.


Maileg Mice
If you're after a totally charming toy that merges modern Scandinavian design with storybook whimsy and a meticulous attention to detail, you'll be hooked on Maileg. They're most famous for their mice, but you can choose from a whole host of other wonderful creatures. It's real heirloom quality stuff.


Soft and full of texture for little hands to explore, Jellycat's Cordy Roy Soother soother is the perfect pick for a baby's cuddle BFF. Jellycat’s fab range just keeps growing, and now includes fun cuddly fruit and veg too - so kids can create their own characterful, plushie collection to reflect their personality.


Piu Piu The Octopus

Ideal from day one, Piu Piu The Octopus by Nattou is a soft toy for newbies. Created with twisted tentacles that are reminiscent of the umbilical cord, it’s grey-scale design is also ideal for brand new eyes which can’t focus on colour yet. Tiny hands will love to grasp on to the eight twisted legs that will have them daydreaming about life in the womb.


Babies often find real comfort in a muslin, and Liewood makes the softest, sweetest-looking animal comforters. With the Yoko Cuddle Teddy there are tags to hold and explore too. Plus they come in a handy 2-pack so you’ll never again experience a cuddle crisis again, whether it’s bedtime, nap time or any other settling down time.


Musical Cloud Mobile Toy
A soft toy that’s ideal for baby sensory, the Musical Cloud Mobile Toy by Minene plays Brahms' Lullaby when the string is pulled. The senses of touch and sight are also catered for with a squishy design and embroidered facial features that babies will have all the heart eyes for. 😍 Little in size, but bursting with character, you can attach the loop at the top to the pram or car seat, making it a perfect softie for travel.


The Cozy Keeper by Done by Deer is everything its name suggests. The design is simple with a soft elephant toy that attaches to the pacifier, making it far easier to find. Elphee always knows where the pacifier is, keeping it close by and making it really easy for little hands to track it down after dark. The cutest snuggly companion for tots, it is well-designed with both a velcro clip and elastic loop to suit dummies with and without handles.


Tumbler Puffin

Perfect for babies who can sit independently, Tumbler Puffin by Fabelab introduces cause and effect from an early age. Its weighted base means it wobbles about as it is played with, but its soft form makes it cuddle-worthy too. Compact in size, it can be moved around easily for play time anywhere.

These are some of our favourites, but we have so many other great softies too... Check out our entire soft toy collection here. If you still have a question about cuddly toys, or anything else, our Live Chat team would love to help and they're here 7am - 11pm, 7 days a week. Just hit that purple button, bottom right.