Top 5 British Soft Toy Brands

As the creator of a British soft toy brand myself, I’ve always found it interesting how few stuffed toy companies are actually based in the UK. Most plush you’ll find on the shelves comes from large international or US brands. But genuine British soft toy brands do exist — from centuries-old teddy bear makers to modern names shaking things up. Here are five worth knowing, plus a note on which ones are truly made in Britain.

1. Jellycat

Founded in London in 1999, Jellycat has gone from a quirky startup to one of the most recognisable plush brands in the world. The name was famously invented by a child who loved both jellies and cats — and that playful spirit runs right through the range, from the iconic Bashful Bunny to the wildly popular “amuseable” fruit, veg, and everyday objects with little smiling faces. In recent years Jellycat has become a genuine collector phenomenon, with fans queuing for limited releases. Designed in the UK, though — like most large brands — manufactured overseas.

2. Hamleys

One of the oldest and largest toy retailers in the world, Hamleys was founded in 1760 and is best known for its landmark store on Regent Street in London. As well as selling toys from countless other brands, Hamleys produces its own line of teddy bears and stuffed animals. With thousands of products to choose from it’s a destination in itself — though, as with most large retailers, the majority of its own-brand toys are produced in the Far East.

3. Merrythought

If you want a soft toy that’s genuinely handmade in Britain, Merrythought is the name. Founded in 1930 and celebrating more than 90 years of craftsmanship, Merrythought hand-makes its classic mohair teddy bears in Ironbridge, Shropshire — a UNESCO World Heritage Site. These are heirloom-quality, often collectable, limited-edition bears rather than mass-market toys, and they remain one of the very few brands still manufacturing soft toys on British soil.

4. Chad Valley

A historic British toy brand dating back to the 19th century in Birmingham, Chad Valley was mass-producing teddy bears before the First World War and became one of the UK’s leading toymakers through much of the 20th century. The brand changed hands several times over the decades and today its toys are sold exclusively through Argos. As is typical for big high-street brands, most Chad Valley toys are now manufactured overseas.

5. Maua Gang

A much newer name, founded in 2020, Maua Gang focuses on characterful, original soft toys — each plush with its own personality. Alongside a range of handmade plush, Maua Gang turns customers’ own drawings into one-off custom plushies, and works with brands, creators, and businesses as a low-MOQ custom plush manufacturer — producing bespoke, safety-certified soft toys from small batches rather than the thousands most factories demand. It’s a modern take on the British soft toy brand: part maker, part manufacturing partner.

So which British soft toy brands are actually made in Britain?

It’s worth being honest about this, because it surprises a lot of people: of the big names, very few still manufacture in the UK. Merrythought is the standout exception, hand-making its bears in Shropshire. Most others — including household names — design in Britain but produce overseas, primarily in China, where the specialist plush factories and skilled workforce are concentrated. That’s not a knock on them; it’s simply the economics of large-scale soft toy production.

Thinking of creating your own soft toy or plush brand?

If reading this has you wondering how the brands above actually get their toys made — you’re not alone. A lot of people who search for British soft toy brands are quietly researching how to launch their own: a character, a mascot, a piece of merch for their audience, or a product for their shop.

The honest answer is that you don’t need to be a heritage manufacturer or place a 1,000-unit order to make your own plush. With a low minimum order, you can produce a small, fully safety-certified batch and test the idea before scaling up. If that’s where your head is, these guides are a good starting point:

• How much do custom plush toys cost in the UK? — a clear breakdown of sample, testing, and per-unit costs
• Low MOQ plush manufacturing: how to start with just 50 pieces — what minimum orders really mean and how to keep a small run affordable
• Custom plush for Kickstarter — turning a character into a crowdfunding reward

And if you’d like a no-obligation quote on bringing your own design to life, you can get a free quote here.

Over to you

Those are five British soft toy brands worth knowing — spanning nearly three centuries of toy-making, from Hamleys’ Georgian beginnings to Jellycat’s modern-day cult following. Which is your favourite? And if you’ve ever dreamed of turning your own character into a plush, there’s never been an easier time to start small.