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The best plush toys in the US are not simple cuddly toys; they’re collectible works of art, childhood souvenirs, and have become a booming market in the U.S. From your traditional teddy bear to ultra-squishy Squishmallows, the American plush toy scene is booming like never before. The U.S. plush toy market continues to grow steadily, as soft toys continue to attract children and adults.
In this article, we’ll delve into the top 10 plush toy stores in the United States, from household names like Build-A-Bear Workshop, Squishmallow, and FAO Schwarz to specialty brands that are redefining customization, quality, and craftsmanship. Regardless of whether you are in need of a little vintage charm or more modern-day appeal, there is something for everyone.
If you would like to bring together some of the soft design solutions into your home design studio, CustomPlushMaker makes your imagination available. With mass customization, special fabrics, embroidery, hang tags, as well as packaging, CustomPlushMaker brings to the market what you are calling a high-quality plush, which can be used by both small-scale business owners, designers, and big-time brand project designers in both small and large-scale endeavors.
Culture And Trends For Top Plush Toys In The US
The American plush toy market transitioned from basic toys for childhood comfort to an exploding collectible and lifestyle category. The stuffed and plush toy industry is expected to increase from USD 11.3 billion in 2025 to USD 22.9 billion by 2035, fueled both by consumers’ desire for basic plush animals and trend-setting plush lines.
There are many strong forces at work in this scene. In the first place, nostalgia and “newstalgia” are back in full swing as adults purchase plush for comfort, decor, and collecting, a trend the industry pointed out in its 2025 reports. Second is the social media virality (TikTok and unboxing culture) that’s made products like Squishmallows, Jellycat, and blind-box collectibles must-have drops and resale stars. Third, the industry is scrambling with customization and sustainability; new brands provide embroidered personalization, limited editions, and eco-friendly materials to meet collector and parent demand.
All of these trends combine to allow plush stores to serve a broader range of shoppers: parents looking for durable toys, collectors who are chasing special releases, and smaller businesses looking into custom bulk orders, a landscape that makes the “top” plush stores worth knowing.
Top 10 Plush Toys in the US
1. Build-A-Bear Workshop
There are only a handful of names known more closely to plush toys in the US than Build-A-Bear Workshop. Since 1997, it has been providing an exclusive, hands-on experience that allows customers to design and “build” a plush friend for themselves. With over 320 U.S. locations and a growing online presence, it is still a leader in custom plush toys. Visitors can pick an animal, stuff it, pick their outfit, scents, and even add a recorded message that further personalizes it. The company’s long-term partnerships with Disney, Marvel, and Pokémon help keep it relevant for every generation. Online, live, or in-store, Build-A-Bear offers fun as well as sentimentality.
2. PopMart
A Chinese company based in Beijing, PopMart is an entertainment model that focuses on selling collectible designer toys, making “surprise commerce” its USP. Originator of the viral Labubu Doll, PopMart became a popular brand in the US when people started queuing up to buy these viral sensations discussed all over TikTok. According to Forbes, in the third quarter of 2025, the company reported a strong growth surge of at least 1,265% in the U.S. This surge in sales shows the growing popularity of the brand in the U.S.
3. FAO Schwarz
The New York City-based FAO Schwarz, which is considered one of the world’s most iconic toy stores, is the perfect blend of luxury and nostalgia. Established in 1862, it carries all types of plush and classic items from teddy bears to limited-edition product collaborations with designers and movie franchises. In that tradition of luxury, the brand also stresses quality craftsmanship and special packaging. Every plush becomes a collector’s item. Whether you stop for it in their flagship Rockefeller Center location or online, FAO Schwarz is still a landmark destination for some of the best plush toys in the US, with a luxury vibe.
4. Webkinz
Released in 2005 by the Canadian toy company Ganz, this unique plush toy is known for its quality material. Moreover, it’s main attraction is the fact that each plush toy comes with a special ‘Secret Code’ that allows you to gain access to a virtual version of the plush toy you just bought in their Webkinz Classic online game. This plush is only available in the U.S. and Canada, making it a popular choice in those regions.
5. Hasbro
Based in Rhode Island, Hasbro is an iconic name in the US toy manufacturing industry. Even though they are more widely recognized for their collectibles and board games, Hasbro’s plush line is nothing short of extraordinary in terms of quality and craftsmanship. Their collection includes licensed characters like Star Wars, Sesame Street, Paw Patrol, and more.
6. Disney Store/shopDisney
For fans of animated magic, the Disney Store (which mostly operates online through its shopDisney store) is still the go-to platform for some of the best plush toys in the US based on characters. From Mickey Mouse and Stitch to Grogu (Baby Yoda), the shop has a revolving selection of limited-edition and seasonal plushes. Collectors desire the genuine, premium stitching and Disney-exclusive tags. ShopDisney is also continuing to set the standard with global shipping and holiday gift sets customized for Christmas for licensed plush toys in the US.
7. Pokémon Center USA
The Pokémon Center Online Store is a paradise for fans and collectors of all ages. The Pokémon Center offers officially licensed Pokémon plushies built with premium materials and detailed embroidery. From cult classics like Pikachu or more modern entries like Fuecoco, every release rapidly ends up being a collectible item. Exclusive drops, limited-edition event plushes, and region-specific designs make it a must-see for anyone who is into gaming or anime plush toys in the US.
8. The Vermont Teddy Bear Company
Created in Vermont in 1981, the Vermont Teddy Bear Company is an American classic. Every bear is made with utmost care and includes a lifetime guarantee. If your bear ever tears, they’ll repair or replace it. The brand also offers a wide range of customization options, with embroidered messages and themed birthday, anniversary, or holiday outfits. As a pioneer of sustainable U.S. plush manufacturing, it caters to customers who prefer to experience craftsmanship and authenticity.
9. Squishable
Quirky, round, and unique, Squishable has made a mark on the US plush toy market. Founded in 2007, the brand is best known for its whimsical, ball-shaped designs that incorporate animals, foods, and mythical creatures. What distinguishes it is its design process, in which fans send in plush concepts that get voted into production. The brand’s cheeky creativity and community work made it a favorite among younger customers and online collectors.
10. Aurora World Inc.
Finally, we have Aurora World, an international plush firm with a strong presence in the U.S. Aurora World focuses on quality and sustainability and is known for its “YooHoo & Friends” series, Flopsies, and eco-friendly plush collections. Many retailers and theme parks source their plush lines from Aurora, making it a backbone of the American toy industry. The company also sells plush options, both private-label and wholesale, which appeal to business customers and bulk buyers.
Each of these top plush toy brands in the US has something from personalized teddy bears, viral collectibles, to eco-friendly designs. For any gift, expansion of a collection, or even purchasing plush toys in bulk, the U.S. market is a world of choice offering endless innovation and variety.
Online vs. In-Store Shopping For Plush Toys In The US
The plush toy industry is much bigger than the toy aisle. In 2025, Americans are likely to buy their next teddy bear online, the same way they’d get a teddy bear from a local store. E-commerce has taken root, changing the very way shoppers discover and compare products with different categories of plush toys, but local shops still possess the same nostalgic charm.
According to a report by Digital Commerce 360, the “Top 1000 retailers” who operate in the Toys & Hobbies e-commerce category in 2023 generated US$13.98 billion in online sales, a 19.3% jump from US$11.29 billion in 2022. Online giants like Amazon, Walmart, and Target have modified their digital stores to cater to online consumers by marketing soft-toy recommendations, customer reviews, and special edition offerings.
Even so, many customers still attach great value to the sensory joy of shopping in-store. Plush toys in the US are very tactile, so softness, size, and texture play an enormous role in purchase decisions. To capitalize on this, stores such as Build-A-Bear Workshop and FAO Schwarz have developed experiential retail experiences, where customers can even be allowed to design or choose their own plush themselves. It can be hard to replicate this emotional connection online.
In the future, plush toy shopping in the US will be all about a hybrid shopping model. Different brands also seek to combine their online and offline strategy, featuring click-and-collect options, virtual previews, and custom packaging for in-store collection. That combination of functionality and intimacy is how top plush toys in the US maintain an air of accessibility and emotion alongside their nostalgia.
The Future Of Plush Toys In The US
The future of the best plush toys in the US is shaping up to be just as imaginative as the toys themselves. With the transition from merely collectible products to emotionally expressive companions, the age of personalized plush toys is evolving. The stuffed-toys (“plush”) supercategory in the U.S. recorded unit sales growth of 1% during the first half of 2024 from the same period in 2023. That growth was brought about by multiple dynamics: the nostalgia of millennial and Gen Z collectors, the market for licensed characters, and the rise of plushies as decoration and comfort items for adults. Some of the best plush toys in the US are no longer relegated to the realm of childhood; they have morphed into lifestyle accessories.
A big change is also that the brand focuses on eco-friendly materials. Jellycat and Aurora World are among the companies that have launched plush lines using recycled polyester fabric and plant-based fibers, as consumers increasingly express concerns for environmental sustainability. Retailers like Walmart and Target have expanded their “green” toy offerings to appeal to increasingly environmentally conscious consumers as well.
Culturally, some of the best plush toys in the US are now comfort symbols in an anxious younger generation. The popularity of cozy gaming, ASMR elements, and “comfort-core” collectibles aesthetics on platforms like TikTok has also intensified their emotional pull. All these exclusive, limited-edition plush drops now sell out within hours and are similar to sneaker and streetwear culture.
Going forward, some of the best plush toys in the US are expected to merge design, tech, and sentimentality. Expect interactive plushies for all generations who can respond to touch or voice, collaborative deals between fashion brands and toy manufacturers, and collector series that, quite literally, can become digital NFTs or AR-augmented collectible goods.
முடிவுரை
What we can take away from this is that both plush and animal toys make money, and both of those products do that to remind us of something timeless: comfort, nostalgia, and joy. Whether it is a squishmallow added to your or your child’s collection or that teddy bear your mother has kept safely in storage, plush toys are not only an outlet for comfort, they are there to remind you of something or, even someone, special.
At தனிப்பயன்பிளஷ்மேக்கர், we are here to turn your creative and unique plush ideas into reality with quality and attention to detail in mind. Whether you’re looking for one special plush or hundreds of them, each uniquely designed, we bring your imagination to life with a huggable creation.
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Q1: So how are you different from the big brands in the article?
Great question! Brands like Build-A-Bear sell their own pre-designed toys. We’re different. CustomPlushMaker is your behind-the-scenes production partner. We help you create something totally unique from scratch. Have a killer idea for a brand mascot or a new character? We’re the ones you call to make it real.
Q2: I have a cool idea for a plush toy. How do we get started?
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- Just reach out: Tell us your idea, send a sketch, or even just describe it to us.
- We’ll help figure it out: Our team will work with you to refine the design and choose the right materials.
- You see a sample first: We make a prototype for you to check out and approve before we ever go into full production.
- We deliver: Then, we get your unique creations safely delivered to your door.
We’ll be in touch every step of the way—it’s a real collaboration!
Q3: Can I choose specific materials, like eco-friendly options?
You bet! That’s one of the biggest perks of working with CustomPlushMaker. We have access to a huge range of fabrics and can source all sorts of special materials, including plenty of eco-friendly choices. Just let us know what you’re going for, and we’ll help find the perfect fit.
Q4: We’re a small startup. Do you work with small orders?
Yes, we absolutely do. We know every big brand started with a single idea. We’re set up to help smaller businesses and creators, offering the same care and quality for small batches. Let’s talk about your needs—we’re here to make your idea happen, not to set up barriers.
Q5: What about custom packaging? Can you do that too?
Of course! Packaging is part of the brand experience, and it’s super important. We offer full custom packaging solutions—think boxes, hang tags, polybags—the whole deal. We’ll make sure your plushies make a great first impression when your customers unbox them.
Q6: Our company needs plush toys for corporate gifts or as a mascot. Is that something you do?
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Q7: Honestly, why do people recommend working with CustomPlushMaker?
(We like to think it’s because we care.) We’re not some giant, impersonal factory. We’re more flexible and we really listen. When you work with CustomPlushMaker, you’re getting a partner who’s genuinely invested in making your vision a reality. We’re also pretty obsessive about quality control—because your plush toy represents you, and we want it to be perfect.
