Top Soft Toy Brands: Cuddle-Worthy Companions

Soft toys hold a special place in the hearts of many, spanning all age groups as cherished companions and thoughtful gifts. With an abundance of options in the market, selecting the perfect brand can greatly enhance the comfort and quality of these plush treasures. Renowned brands such as Jellycat, Gund, Steiff, and Aurora offer a range of cuddly creations that are celebrated for their craftsmanship, safety, and adorable designs. Below, we explore some of the best brands that have consistently delivered top-notch soft toys beloved by all.

Illustration of soft toys

Best brands of soft toys in 2025

Jellycat

Jellycat is a renowned British soft toy and home decor company, founded by brothers Thomas and William Gatacre in London in 1999. Known for its creative and high-quality plush toys, Jellycat has established a strong global reputation, achieving significant market share and a 47.1% year-on-year growth in sales on Tmall in 2021. The company's revenues rose 37% to £200 million in 2023, with pre-tax profits increasing 24% to £67 million. Jellycat's products are favored by both children and adult collectors, and the brand has a strong social media presence, particularly on TikTok. Celebrating its 25th anniversary in 2024, Jellycat continues to set new benchmarks in the toy industry. For more insights, you can read about their recent financial success in the Jellycat owners' £58 million payday.

Ty

Ty Inc. is a leading manufacturer of soft toys, renowned for its iconic Beanie Babies and Beanie Boos, which have been delighting generations since 1986. The brand is known for its high-quality, ultra-fluffy, and huggable toys, with products like Fluffie Stuffiez gaining significant popularity. Ty's products often feature big, sparkling eyes and the iconic heart-shaped Ty logo, making them beloved collectibles. The brand's market presence is strong, with its products being top sellers, especially on social media platforms like TikTok. Ty Inc. continues to innovate and expand its product line, ensuring its position as a major player in the plush toy market.

Gund

GUND, a division of Enesco LLC, is renowned for producing high-quality, innovative soft toys, including unique teddy bears, recognized globally for their luxurious fabrics, hand-stitched facial expressions, and super-soft huggable stuffing. With over a century of experience, GUND distributes its products across the United States, Canada, Europe, Asia, Australia, and South America, and is found in various retail outlets such as gift, specialty, toy, book, and department stores. GUND has been acknowledged as one of America's Greatest Brands by the American Brands Council. The company is based in Edison, New Jersey, and employs between 51-200 people. GUND's products are highly sought after, contributing to the growth of the global stuffed animals and plush toys market, which is projected to grow at a CAGR of 3.3% from 2024 to 2031.

Steiff

Steiff, founded by Margarete Steiff in 1880, is renowned as one of the best producers of soft toys, particularly famous for its high-quality Teddy bears and other plush animals. The company has a rich history, including the creation of the 55PB mohair plush bear in 1902, which is the basis for the modern Teddy bear. Steiff's commitment to quality is evident in its use of the finest materials and adherence to the Steiff Purity Law, ensuring no harmful substances are used in their products. The company has received notable recognitions, such as the Disney Heritage Award, and continues to innovate with cutting-edge techniques and collaborations. Steiff's products are prized for their soft, cuddly nature and durability, making them a favorite among children and adults alike. For more information, you can explore Steiff's exquisite collection of plush toys.

Manhattan Toy

Manhattan Toy Company is renowned for producing high-quality soft toys, including plush toys, that are highly regarded for their comfort and educational value. With 95% of their reviewed products rated 4 stars and above, the company has established a strong reputation for creating toys that spark joy and learning. Their product range includes developmental toys, wooden toys, and educational toys, catering to various age groups. The company's focus on creative play and parenting tips further enhances its appeal to parents and caregivers. Manhattan Toy's commitment to quality and innovation has made it a trusted brand in the toy industry.

Cuddle + Kind

Cuddle + Kind is a renowned brand for soft toys, distinguished by its heirloom-quality, hand-knit dolls made from organic cotton by over 1,000 skilled women artisans in Peru, promoting fair trade and sustainable livelihoods. Each doll sold provides 10 meals to children in need worldwide, with the company having donated over 4,245,707 meals to date. The brand's commitment to social impact and transparency in donation efforts sets it apart. Their dolls are not only cuddly and safe but also serve as a teaching tool about the importance of helping others. With significant growth in conversion rate, including a 5% increase within 30 days and a 9.23% average growth over 90 days, Cuddle + Kind continues to make a tangible difference.

Aurora World

Aurora World is a global leader in the production of high-quality soft toys, founded in 1981 and headquartered in Pico Rivera, California. The company operates extensive manufacturing facilities in Indonesia and China, employing over 7,500 employees and producing more than 30 million soft toy products annually. Aurora World is known for its strict quality assurance process, which includes five rigorous tests to ensure product excellence. The company has recently expanded its portfolio through the acquisition of Mary Meyer, enhancing its presence in the baby plush toy market. With over 2,500 SKUs, Aurora World offers a diverse range of plush toys and soft dolls, catering to all ages and preferences.

Mary Meyer

Mary Meyer Stuffed Toys is a renowned brand that has been crafting high-quality plush toys since 1933, known for its commitment to safety and quality, with all toys meeting or exceeding US toy safety requirements. The company generates an estimated annual revenue of $6.6 million and has a revenue per employee of $200,800. With 33 employees, Mary Meyer Stuffed Toys has seen a 10% growth in its employee count last year. The brand is celebrated for its soft fabrics and creative designs, reflecting Mary's belief that "Every child deserves something wonderful to love." Mary Meyer Stuffed Toys continues to be a significant player in the plush toy market, which is projected to grow at a CAGR of 8.4% from 2024 to 2033.

Squishmallows

Squishmallows has emerged as a leading brand in the soft toy market, captivating a broad demographic that includes both children and adults. Since their launch in 2017, Squishmallows have sold over 100 million units, with sales increasing by 40% over the past two years, driven largely by the "kidulting" trend where adults seek nostalgic products. The brand's success is also attributed to its collaborations with major franchises like Star Wars, Pokemon, and Hello Kitty, as well as its effective marketing strategies that have resulted in significant social media engagement and website traffic growth. Squishmallows were named the top-selling toy of 2022 by market research firm Circana, highlighting their widespread appeal. The brand's soft, marshmallow-like texture and charming designs have made them a favorite among consumers globally. For more information, visit the official Squishmallows website.

Melissa & Doug

Melissa & Doug is a prominent player in the plush toy market, known for its high-quality and innovative soft toys. The brand competes through product innovation, brand recognition, and sustainability, introducing interactive and educational plush toys that differentiate them in the market. As part of the fragmented global plush toys market, Melissa & Doug holds a significant market share, contributing to the industry's growth projected at a CAGR of 8.4% from 2024 to 2033. Their products are popular for their educational and developmental benefits, appealing to parents who value toys that enhance their children's learning experiences. The brand's strong online presence and effective distribution channels further strengthen its market positioning. For more information, visit their official website.