Where little drawings become big ideas.

Design a Toy for the World

Your imagination. Your character. A real toy.

Invent an original soft-toy character and tell us their story. Selected young creators will see their ideas journey from paper into real plush toys.

Example child's crayon drawing of a one-eyed blue monster with orange horns — You draw it

→ we bring it to life

The same monster made into a soft blue plush toy with felt horns — We make it real

Parent/Guardian: Enter a Design — £10 Explore the World Toy Gallery

Ages 5–12 · Worldwide · Two editions each year

Illustrative example shown. Demo artwork only.

From a doodle… to a cuddle.

Imagine it

Invent a character the world hasn't met before.

Draw it

Bring them to life with pencils, crayons, paint or your favourite art materials.

We make it real

Winning characters are professionally transformed into plush toys.

The transformation

Ideas don't have to stay on paper.

Drag the stitch line to see how a child's drawing can be interpreted by professional toy makers — keeping every wonky horn and stripy sock that made it special.

Try it — drag me!

Demo example. Real transformations will appear here once winners are announced.

Original drawingReal plush

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Two chances to create every year

spring edition

15 March

Closing date · 2027

Next deadline

autumn edition

1 October

Closing date · 2027

Next deadline · spring 2027 · 15 March 2027

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Days

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Hours

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Mins

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Secs

Two age groups. limitless imagination.

Ages 5–8

Little Creators

Big, bold, brilliant ideas — wobbly lines very welcome.

Ages 9–12

Young Designers

Inventive characters with personalities, worlds and stories.

Age is calculated on the date the entry is submitted.

Your drawing could become something you can actually hug.

Prizes in every age group

First prize

World Toy Designer

Your character professionally made into a bespoke plush toy
The plush toy is yours to keep
A professionally produced short character video
Published on the official YouTube channel, credited to the young creator (with parent/guardian consent)

Second prize