List of product brands > Maternal and baby products > Children's toys > plush toy > Top plush toy brands Updated: 2025-02-21

2025 plush toy brand rankings

[2025 Plush Toy Brand Ranking] Relying on the big data of the whole network, plush toy brands selected according to plush toy brand awareness, brand strength, word-of-mouth evaluation and sales popularity (in no particular order): Sigikid, Steiff, NICI, Jellycat, Livheart, Hansa, Gund, Bunnies By The Bay, Sekiguchi, Folkmanis Puppets, Kaloo, Disney, IKEA, Aoger, FAO Schwarz, Dabron, TOM Tokyo, If you're looking for plush toys, what brand is good? This plush toy brand ranking list is for your reference only.

TOP.1

Sigikid Germany

As the most senior brand in the German toy industry, Sigikid undoubtedly represents the highest echelon of quality and design in the world. In the mid-90s, Sigikid, a pioneer of modern toys for children, entered the high-end plush toy market, winning several design awards and the Best Plush Toy of the Year award. The brand has a complete upstream industrial chain, the product line has almost no shortcomings, excellent performance in all aspects, and there are many ingenuity in the product, which can bring the design of entertainment education to the extreme. The same German century-old toy brand, compared with Steiff, which is often thousands of yuan, most of the toys are only suitable for adult collections and not suitable for children, Sigikid has strong practicality even if it is a high-end product, and the quality of low- and medium-priced products is also better, which can take into account aesthetic and functional design, and the price choice is more affordable and diverse. Sigikid is divided into two market layouts for babies and adults, the development of the baby market is longer, so the content is richer, the feel is soft and waxy, the color is bright, the surface fluff can withstand the children's vigorous pulling will not fall off, the product will be in the member club with the child before the launch...

1

Score

95

popularity

17355
TOP.2

Steiff Germany

When it comes to teddy bears, the most prestigious brand is probably Steiff. Like Sigikid, Steefford is a century-old German plush toy brand, but Stafford has been developing in the field of plush toys since its birth, focusing on the high-end luxury market, and became a household name after selling sky-high teddy bears at auction. Well-designed and durable are the hallmarks of Steefford. To this day, Stafford Teddy Bears are still hand-sewn, and their products can be preserved even in harsh environments such as food and mud. However, Steafford has been focusing on high-end products over the years, and its performance in the mid-range products has been slightly inappropriate. Stefoord's plush teddy bears were first a hit in Europe by President Roosevelt, and despite many imitators, only Stafford had a joint agency patent for high-end manufacturing processes and fabric research and development, which successfully swept the European and American markets. With the popularity of antique toy auctions, collectors and investors found that Stefford's plush toys had a high premium in the secondary market, and since then Steefford has focused on brand building and high-end product development.

2

Score

93

popularity

18954
TOP.3

NICI Liqi Germany

NICI, the German luxury gift brand with the leading sales volume in the plush toy industry, has been established for a short time, but its presence is in more than 50 countries around the world, and it ranks among the top 10 in terms of sales volume in China. NICI is best known for its anthropomorphic animal expression design, because the founder and designer is not a design professional, and the early product designs are made up of simple combinations of elements, breaking the conventional design routine. Although the company now has more designers, it still retains this simple and honest design idea. NICI's product line is very rich, with German quality as its selling point, and the fabrics are soft to the touch and most of them are machine washable. The filling is made of solid PP cotton imported from South Korea, which is full of filling, and it will feel firm when hugged, and the softness is not good. Although there are occasional minor problems with the product, the overall after-sales service of the brand is better. The more well-known series are the animal series, the pig Weibi, the sheep Sean and the teddy bear series, the brand has a Tmall flagship store, there are many products to choose from within 300 yuan, and the cost performance is high. Products of the animal range...

3

Score

91

popularity

12044
TOP.4

Jellycat United Kingdom

British brand Jellycat is a dark horse in the plush toy market, and the name was conceived by a child who loves jelly and cats at the same time, because the combination of the two names is funny and easy to remember, and it fits well with the innovative and quirky style that the brand is pursuing. Jellycat's sales at home and abroad have been in the forefront all year round, and in 2017, it ranked among the top three in Taobao sales for half a year. Jellycat has a rich product line, and the price is less than 300 yuan, which is more cost-effective in high-end brands. Jellycat was founded in London to make niche plush toys, 06 years after winning the British authoritative independent gift retailer Best Service Bronze Award, in the industry famous, followed by the launch of the Bonnie Rabbit series by the whole network hot push, many public figures at home and abroad, such as Tom Ge, Bai Jingting, Wang Yuan, and the British royal family Princess Charlotte have started. In 2017, Jellycat won the Queen's Award for Enterprise, further establishing itself in the industry. Compared with NICI in the same grade and design style, Jellycat's plush toys are softer and more skin-friendly, and the choice of sizes is more diverse...

4

Score

91

popularity

20898
TOP.5

Livheart Japan

Liv Heart, a home fashion plush toy brand from Japan, quickly occupied the Japanese market with its brand's original tummy shape and ingenious functional design, becoming one of the toys with the highest appearance rate in Japanese dramas, and its products are exported to China, the United States, the United Kingdom and other countries and regions, and are widely welcomed. Taobao's sales data ranks in the top five all year round, and at the beginning of 2020, three products in the top 10 sales of Taobao plush toys were on the list. Liv Heart attaches great importance to the convenient design of the combination of shape and function, and widely uses a variety of fabric production processes, such as fuzz rings, ice velvet, fluffy velvet, etc., to create a number of plush animal characters with different feels, and make personalized labels for each character. In addition, we have thoughtfully designed a variety of products with suitable sizes and ergonomics for different use scenarios, such as seahorse-shaped pillows that are more suitable for pregnant women, and different styles launched in winter and summer. The Bear series is the first best-selling product of Liv Heart to enter the Chinese market, the series usually comes in three to four sizes, and will be launched according to the seasonal changes of summer ice silk model...

5

Score

90

popularity

6367
TOP.6

Hansa Australia

When it comes to well-known imitation plush toy brands, Hansa is definitely a well-deserved leading company. The founders of Hunsa believe that toys should not only be fun for children, but also have certain educational value, such as allowing them to learn more about endangered wild animals and learn to care for the earth. This philosophy has led to a flat product layout characterized by a high degree of simulation and material friendliness. For more than 40 years, Handsa has produced more than 15,000 species of animals and supplied them to museums and zoos around the world, making it an encyclopedia of stuffed animals. In order to achieve a highly realistic effect, Hansa has put a lot of effort into the materials used and the sewing process. All products are woven in Australia, using multiple pieces of fabric on top of each other. Hunsa's dedication to animal detail is its core competency in the industry, with an average of 42 unique parts of each animal's body, and some animals even up to 240 designs. Some key parts such as the fur and eyes that are unique to some animals are also made of specific biomimetic materials to bring them to life. Hansa Hands...

6

Score

89

popularity

10591
TOP.7

Gund Gunder United States

Chinese consumers may be unfamiliar with this American brand, but Gund was a pioneer in the innovation of plush toys in the United States at the end of the 20th century, especially in the early education category. In the 70s of the last century, Gund set up a product line for the infant market, Baby Gund, and formed a market layout based on early education and soothing plush toys, and has won the Australian Toy Association (A.T.A) Best Plush Toy Award, Best Teddy Bear Award (TOBY), and the product has been rated as the best gift choice by parent-child magazines for many times. In 2018, Gund was acquired by the new toy giant SpinMaster, and sales grew against the trend in the sluggish plush toy market. Gund's product designs are typical of American plush toys, with a passion for using electronic interactions, bright colors, and bold lines to add playfulness. The sound and light unicorn, which won the Best Plush Toy Award in 17 years, is a combination of plush toys and lights to create a dreamy effect, but unfortunately, this unicorn is currently mainly sold in North America and has not been introduced to the Chinese market on a large scale. In terms of overall quality, the quality and workmanship of Baby Gund is throughout...

7

Score

89

popularity

8453
TOP.8

Bunnies By The Bay 海湾兔 United States

In 2018, the Internet celebrity Xiao Zaoyang, who became popular on Douyin, came from a healing farm animal niche brand Gulf Rabbit. The design of the Gulf Rabbit's plush toy is inspired by its fairy tales, and the story is outlined on the brand's official website and Taobao store homepage. Although the company has not been established for a long time, and the cost of raw materials for plush toys is not high, it has quickly occupied the markets of China, Britain and the United States because of the innocent expression of the little sitting sheep, and has become a popular sales brand. However, most of the company's products have not been introduced into China, and at present, small plush toys on Taobao are mainly small sitting sheep, supplemented by other fairy tale characters, and the type is relatively simple. The most well-known product Lamb Kiddo series, the average price on Taobao is about 100 yuan, the lamb is 17 cm long, suitable for infants and young children to grasp with one hand, because there are all kinds of mini-size clothes suitable for lambs to wear on the market, which can be matched with clothing and are loved by female consumers, it is a good choice for girls.

8

Score

88

popularity

9444
TOP.9

Sekiguchi Japan

Sekiguchi is a well-known 100-year-old plush toy manufacturer in Japan, initially as an OEM manufacturer until 1974, when the founder, Mr. Sekiguchi. Sekiguchi) launched the soft soft toy Monchichi family, and only then did it really enter the plush toy market. In 1918, it began to accumulate experience and has a complete industrial chain. After the turn of the millennium, Sekiguchi received orders for licensed production of brands such as MGM, Disney, and Studio Ghibli, and further entered the Chinese and European markets. Moomin plush toys are one of Sekiguchi's most popular products. The Moomins were originally created by Tore Jansson, a Dutch national treasure, and won the Hans Christian Andersen Award in 1994. After that, Japan introduced this image and began to produce animation and peripheral products. Sekiguchi was one of the first brands to be authorized to produce Moomin plush toys. The appearance of the Moomin plush toy restores the quirky design of the comics, and the fabric fibers meet European standards, and the feel is smooth and soft. The Home Plush Animals collection is very popular in the Japanese market with their smart and cute appearance and high-quality fabrics. The high thread count fabrics make these...

9

Score

87

popularity

17390
TOP.10

Folkmanis Puppets United States

Hand puppets, a type of toy that relies on the palm or fingers to operate, are widely used in the field of education and psychology as a bridge to stimulate children's imagination and communication skills. Folkmanis is one of the most representative brands in the plush hand puppet market, with its groundbreaking simulation effects and fine production technology in the industry, won the 2014 Family Fun Toy Award, Dr. Toy Award, 2018 American Professional Toy Retail Association Toy Award and other dozens of authoritative awards, has been widely welcomed in the European and American markets, but due to the different family environments and educational backgrounds in China and the West, and the price is expensive, the brand is not well-known in the Chinese market. Folkmanis has launched more than 200 different stuffed animal hand figures and is still actively exploring new animal types. Polyester fiber and polyurethane foam (PU foam) are the two materials commonly used by the brand, polyester fiber has strong resilience, is strong and durable and not afraid of mold and insect damage, while PU foam is widely used in plush toys in the European and American markets to fix the chassis and maintain the shape. Due to the operation and wearing requirements, the size of the toy is general...

10

Score

86

popularity

5654
TOP.11

Kaloo Carol France

Eric, the founder of Carol, a mid-range brand focusing on infant product design, had seven years of experience in the OEM industry of high-quality plush toys before starting his business, and has a professional understanding of toy production and brand packaging. With her first-of-its-kind scented plush toy, Carol took the European market by storm within three months of its launch and expanded to 35 countries within two years. And its baby scented plush toy has become one of the top 30 best-selling perfumes in France within three years. At present, Carol has a flagship store on Tmall, and direct shipping from overseas is also available on Amazon. Carol's scented plush toys use a completely alcohol-free perfume to extract a complex floral and fruity fragrance from natural plants, and the products have passed the European CE certification test. The original design intention of the fragrance series is to provide fragrance to soothe the emotions of young children at the same time, moisturizing their delicate skin, but I did not expect that after the product was launched, it was inadvertently robbed by girls in Japan, Hong Kong and other regions, and became the new favorite of white-collar workers for a while. It is worth noting that the baby's crying is mostly encountered...

11

Score

86

popularity

10825
TOP.12

Disney United States

Needless to say, Disney's popularity is now Disney's theme parks, peripheral derivatives, music and other products are booming, forming a business empire with a wide span. Although Disney is not a plush toy brand and is not good at developing products, it is very good at borrowing and capturing design concepts suitable for its own characters, and using innovative cultural and creative designs to capture the hearts and minds of consumers. The impressive strawberry bear in "Toy Story 4" uses the design idea of scented plush toys to restore the character setting. Strawberry Bear is produced in Vietnam, the fabric has thick fibers and a soft feel, but the disadvantage is that the filling degree is not very full, and the resilience after washing is weak, and the fragrance will also dissipate. The Loose series is a very clever design for Disney. Combining its classic animated film characters with a group-like appearance, we have created another unique product line. The bottom of the loose series is sewn with a special fabric, which can be used to wipe lenses, mobile phone screens. The series has three sizes, large, medium and small, and the smallest size of the loose pine can be started as long as 46 yuan, which is a good send...

12

Score

82

popularity

6192
TOP.13

IKEA Sweden

Walking into IKEA's plush toy area, the deepest impression is that there are many categories, diverse designs, images from small animals to aliens, and affordable prices. On average, IKEA has more than 20 different plush toy characters under the name of a designer, among which the animal series is the most popular, with Nordic animals as the main design object. IKEA's plush toys range from 9.9 to 199 yuan have good choices, but due to cost considerations, the plush toys are not full of stuffing, the overall rebound ability is poor, and the durability is not high. IKEA has a wide range of plush toys, with the animal series being the most popular. Bloe, the shark that became popular on Instagram in 2018, is a member of the animal series, and it was originally made into various emojis by European and American Internet celebrities because of its nearly one-meter-long tall figure and loveless expression. The Shark's fabric is silky and the size is suitable for people of all ages to cuddle, but the padding is not fully stuffed, the rebound is poor, and the softness is at a medium level. Some people think that IKEA's plush toys are too god-like, and even a little ugly, which will affect children.

13

Score

80

popularity

8761
TOP.14

Aoger Aojer Shandong

If you're looking for a stuffed animal gift for an animation fan, try Aozel from Qingdao, Shandong Province. The most prominent feature of Aozer is that it has 21 officially authorized cooperative brands, including almost all the classic animation images that have been broadcast on TV. This feature of Ajel has allowed it to occupy a place in the affordable plush toy market. In 2016, the online transaction volume alone was as high as 540,000 pieces. The price of Ajer's products ranges from 39 to 300 yuan, and the price mainly depends on the size. The core business model of the brand is very similar to that of Sekiguchi, which is to evolve from an OEM manufacturer to a manufacturer with independent R&D capabilities. In contrast, Sekiguchi attaches more importance to the design department and will provide more resources for the department, while the current focus of Aojieer's work is still on the production process and brand market operation, and the R&D department was only established in 2015, and has not accumulated enough experience in design and development. Although the appearance and use of fabrics are decent compared to other brands, the appearance and fabric use of Aozer are not without merit. Aozer for genuine...

14

Score

80

popularity

10105
TOP.15

FAO Schwarz United States

One of the selling points of plush toys is the tactile and interactive ability, and the most intuitive way to test it is to go to the offline store to touch it. FAO's collection of toys provides a platform for those who prefer to touch toys before they buy them. The brand's Fifth Avenue store in New York City, once a popular tourist attraction in New York, has since launched its first large-scale Asian toy experience store in Beijing, where consumers can experience nearly 50 different domestic and foreign toy brands before making a purchase decision. Although FAO is a collective toy platform, it also has its own plush toy designers under its brand, mainly in the image of animals, the most well-known products are the FAO soldier bear, and the high-selling teddy bear and puppy series are also high. FAO's designers prefer to use wild lines, with a strong sense of three-dimensionality, and the colors are more vivid and bold. In order to balance the cost and selling price, acrylic fiber, acrylic fiber and other fabrics are often used, so the touch, dyeing effect, and comfort of plush toys are relatively average. On the whole, FAO's toys are less cost-effective, and partly...

15

Score

80

popularity

10849
TOP.16

Dabron big plush man Shandong

The main production areas of plush toys in China are concentrated in Guangzhou, Zhejiang and Shandong provinces. Shandong Province because of the abundant oil reserves, many harbors, in the early days of reform and opening up is the main plush toy import and export area in the north, with the largest Jimo toy production base in northern China, bringing together a large number of internationally renowned toy brand foundry, in the high-end toy production has accumulated rich experience and talents, so Shandong Province has gradually become a better quality domestic plush toy production area. Dabron is a young original Internet brand in Shandong Province. The design of the Dabron has a bit of a Steiff style, but the price is one-tenth of the basic model of Steiff, and you can get it for about 50 yuan. Although the brand's plush toys are of good quality, due to the small number of product lines, poor market operation, and lack of its own characteristics, it is still a localized niche brand in China. Dabron chose the plain gray as the main color, taking the cold Nordic design style, cleverly avoiding the problem of dyeing accuracy caused by the grade of the fabric, and bringing a good appearance while saving costs.

16

Score

78

popularity

19036
TOP.17

TOM Tokyo House Japan

Due to the rise of the two-dimensional culture, the number of fans on Facebook reached 18.6 million in 2015, and the huge popularity attracted a large number of anime IPs to cooperate with it, and the company took this opportunity to cut into the toy market, and gradually formed a physical content supplier that sells anime, games, music and other related peripheral products. TOM has a lot of well-known and popular anime and game characters licensed to the genuine license, such as Nintendo's Pokémon, San-X's Easy Bear, Mogu's Cat, and so on. Since its inception, TOM has been focusing on North America, but this year it has begun to focus on the Chinese market, and occasionally launches regional limited edition plush toys that are not available in Japan. The situation of TOM and Aozer is very similar, both are supported by a large number of animation IPs, producing and selling related peripheral plush toys. The difference is that TOM does not have a complete plush toy production line, and once the production orders increase in the short term, it needs to be completed by a foundry. However, in terms of quality control, TO...

17

Score

77

popularity

13123

Brand Included Brand Claim

List of related product brands

A list of the top plush toy brands

1 20898
Jellycat

British brand Jellycat is a dark horse in the plush toy market, and the name was dreamed of by a child who loves both jelly and cats, because the combination of the two is funny and easy to remember, and it fits well with the innovation and fun that the brand is pursuing
2 19036
Dabron big plush man

The main production areas of plush toys in China are concentrated in Guangzhou, Zhejiang and Shandong provinces. Shandong Province is the main import and export area of plush toys in the north in the early days of reform and opening up, because of its abundant oil reserves and many harbors, and has the largest scale of Jimo in northern China
3 18954
Steiff

When it comes to teddy bears, the most prestigious brand is probably Steiff. Like Sigikid, Steefford is a century-old German plush toy brand, but Stefford has been developing in the field of plush toys since its birth, focusing on the high-end luxury market, and selling it at auction
4 17390
Sekiguchi

Sekiguchi is a well-known 100-year-old plush toy manufacturer in Japan, initially as an OEM manufacturer until 1974, when the founder, Mr. Sekiguchi. Sekiguchi) launched the soft soft toy Monchichi family, and only then did it really enter the plush toy market. In 1918 began to accumulate
5 17355
Sigikid

As the most senior brand in the German toy industry, Sigikid undoubtedly represents the highest echelon of quality and design in the world. In the mid-90s, Sigikid, regarded as a pioneer of modern children's toys, entered the high-end plush toy market and won several design awards in one fell swoop
6 13123
TOM Tokyo House

TOM Tokyo Otaku was originally an Internet promotion company focusing on promoting otaku culture, and due to the rise of two-dimensional culture, the number of fans on Facebook reached 18.6 million in 2015, and the huge popularity attracted a large number of anime IPs to cooperate with the company
7 12044
NICI Liqi

NICI, the German luxury gift brand with the leading sales volume in the plush toy industry, has been established for a short time, but its presence is in more than 50 countries around the world, and it ranks among the top 10 in terms of sales volume in China. NICI is best known for its anthropomorphic animal expression design, because:
8 10849
FAO Schwarz

One of the selling points of plush toys is the tactile and interactive ability, and the most intuitive way to test it is to go to the offline store to touch it. FAO's collection of toys provides a platform for those who prefer to touch toys before they buy them. The brand is located in New York City
9 10825
Kaloo Carol

Eric, the founder of Carol, a mid-range brand focusing on infant product design, had seven years of experience in the OEM industry of high-quality plush toys before starting his business, and has a professional understanding of toy production and brand packaging. In the balance of softness and hugging experience
10 10591
Hansa

When it comes to well-known imitation plush toy brands, Hansa is definitely a well-deserved leading company. The founder of Hnessa believes that toys should not only be fun for children, but also have a certain educational value, such as allowing them to learn more about endangered wild animals.
11 10105
Aoger Aojer

If you're looking for a stuffed animal gift for an animation fan, try Aozel from Qingdao, Shandong Province. The most prominent feature of Aojieer is that it has 21 officially licensed cooperative brands, including almost all the classics that have been broadcast on TV
12 9444
Bunnies By The Bay 海湾兔

In 2018, the Internet celebrity Xiao Zaoyang, who became popular on Douyin, came from a healing farm animal niche brand Gulf Rabbit. The design of the Gulf Rabbit's plush toy is inspired by its fairy tales, and the story is outlined on the brand's official website and Taobao store homepage. Despite the time of the company's incorporation
13 8761
IKEA

Walking into IKEA's plush toy area, the deepest impression is that there are many categories, diverse designs, images from small animals to aliens, and affordable prices. The average IKEA designer has more than 20 different stuffed toy characters under their name, including animals
14 8453
Gund Gunder

Chinese consumers may be unfamiliar with this American brand, but Gund was a pioneer in the innovation of plush toys in the United States at the end of the 20th century, especially in the early education category. In the 70s of the last century, Gund set up a product line for the infant market, Baby Gund, and took shape
15 6367
Livheart

Liv Heart, a home fashion plush toy brand from Japan, quickly occupied the Japanese market with its brand's original party shape and ingenious functional design, becoming one of the most photographed toys in Japanese dramas, and its products were exported to China, the United States, and the United Kingdom
16 6192
Disney

Needless to say, Disney's popularity is now Disney's theme parks, peripheral derivatives, music and other products are booming, forming a business empire with a wide span. Although Disney is not a brand that specializes in plush toys and is not good at developing products, it is very good at it
17 5654
Folkmanis Puppets

Hand puppets, a type of toy that relies on the palm or fingers to operate, are widely used in the field of education and psychology as a bridge to stimulate children's imagination and communication skills. Folkmanis is one of the most representative brands in the plush hand figure market

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Top plush toy brands

2025 plush toy brand rankings

Sigikid Germany

Steiff Germany

NICI Liqi Germany

Jellycat United Kingdom

Livheart Japan

Hansa Australia

Gund Gunder United States

Bunnies By The Bay 海湾兔 United States

Sekiguchi Japan

Folkmanis Puppets United States

Kaloo Carol France

Disney United States

IKEA Sweden

Aoger Aojer Shandong

FAO Schwarz United States

Dabron big plush man Shandong

TOM Tokyo House Japan

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