Whether they’re snuggled up with a velvety blankie or cuddling a one-armed teddy, comfort toys hold a very special kind of magic. They’re the quiet companions that share naps and adventures, tears and giggles — helping little people feel safe as they rest, play, and grow.
Over time, these well-loved friends become part of the family. A threadbare teddy, a dog-eared bunny, a once-bright duck — they carry stories, memories and love in every stitch.
Why comfort toys matter
Paediatricians and psychologists agree that comfort or “transitional” objects play an important role in a child’s emotional development. They help little ones navigate those early separations — from bedtime goodnights to first days at childcare — offering a sense of predictability and calm when the world feels a little big.
But to us, they’re more than that. They’re friends. They’re reassurance in the dark, courage in the unknown, and a link between home and adventure.
A few lovely things comfort toys do
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Help little ones relax and drift to sleep
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Offer a constant companion to talk to, snuggle and share the day with
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Bring comfort during moments of worry, fear or change
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Help children feel safe in new or unfamiliar places
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Create lasting memories of childhood love and security
Do all children have one?
Many — though not all — do. Studies show up to 70% of young children form attachments to a special object, whether it’s a toy, blanket or softie. It’s most common in Western homes where little ones sleep apart from their parents early on.
But whatever form it takes, that bond is deeply personal — and truly beautiful to witness.
When do children let go?
There’s no right time to say goodbye. Some little ones keep their favourite toy close for years; others might move on or change companions as they grow. Every child — and every softie — has their own story, and we think that’s just as it should be.
We understand (and we’re here to help)
Over the years, we’ve received so many heartfelt messages from families who’ve lost a beloved forever friend — sometimes eaten by the dog (or cat!), run over in the driveway, or simply hiding very well in the house.
Because we know how special these friendships are, we keep a few of each of our softies tucked away — even after they’ve been discontinued. We call it our softie nursery — a quiet little corner where spare bunnies, bears and dogs wait to be loved again.
So if your forever friend has gone missing and you can’t see them on our website, please reach out.
There’s every chance one is waiting here, ready to come home to you.
