Is Noodoll the Next Viral Plush Toy Sensation?

Plush toys aren't just for kids anymore. In recent years, they’ve become viral collectables, and the demand is skyrocketing. This craze is fueled by nostalgia, social media hype, and the growing fear of missing out. TikTok hauls, Instagram reels, and unboxings have turned plushies into lifestyle items.

Brands like Jellycat and Labubu are leading the trend. Their most in-demand styles often sell out instantly. Meaning that on resale sites, rare plush toys can go for as much as £4,000. With every drop selling out and collectors always searching for what’s new, there’s space for another star to rise.

Introducing Noodoll, the London-born brand that’s already becoming a viral cutie and soon to make its way into everyone's plush toy collections.

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What is Noodoll?

Founded in 2010 by Taiwanese-born Yiying Wang, Noodoll is a London-based toy brand, known for its cute collectable soft toys. Originally, Noodoll characters were inspired by foods native to Yiying's home- noodles and rice.

Now, the characters come in all different shapes and sizes, each with names and personalities. Fan-favourite character Ricespud is available in an array of costumes, from fruits to animals, devils to angels or graduates to grandparents. Similar to Labubu or Jellycat's Bartholomew Bear, Ricespud satisfies the collector's needs for a character that evolves and changes with each drop.

A well as the fan-favourite Ricespud, Noodoll also offers a range of mini plush keyrings that are perfect for on-the-go cuteness.

As the plush toy trend continues to grow, so does the hype around plush bag charms. On TikTok and Instagram, collectors are showing off their Jellycat bag charms clipped to designer handbags. Turning cuddly accessories into fashion statements.

That’s where Noodoll's adorable keyrings come in. With adorable options like Riceboo and Ricespud, these pocket-sized plushies are a natural fit for the trend. Whether hanging from a tote bag or accessorising a backpack, they combine style, softness, and collectability in one pocket-sized charm.

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What makes Noodoll different?

With so many competitors on the market, Noodoll do a great job of going the extra mile to stand out from the crowd! From its design ethos to its ethical practices, Noodoll brings a refreshing, thoughtful approach to the world of collectable plush toys.

Noodoll is powered by a tight-knit team of just six people based in London. This small-scale setup allows for attention to detail, creative freedom, and a personal touch that’s rare in today’s mass-produced toy industry.

Moreover, unlike many toy companies that outsource production, Noodoll’s plushies are crafted in an ethically run factory located in the creator’s home country of Taiwan. The factory maintains high labour and environmental standards, ensuring quality and fairness at every stage.

Noodoll offers a free “Noodoll Surgery” service where damaged plushies can be sent in for repairs. Whether it's a burst seam or a loose limb, the team gives your Ricemonster the care it deserves. It’s a sweet, sustainable way to extend the life of your plush toy.

Their website features a “Find Your Match” quiz, helping customers discover the Ricemonster that best suits them. Plus, each character has a name, backstory, and distinctive personality. Meaning that, customers can really get to know their plush toys and feel a connection to them as more than just a mass-produced, material object. Making for an adorable and engaging shopping experience that adds to the brand’s charm and collectibility.

Noodoll's blend of ethical values, original design, and heartfelt care creates an appeal to plush toy collectors. As a company whose product is more than just an aesthetic, their personality and sustainability draws consumers in.

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Why Noodoll is going viral...

In Spring 2025, Noodoll began gaining serious traction online. With over a dozen press features across major platforms, Noodoll's Ricespud has captured the attention of the Asian plush toy market and beyond.

Articles in publications like Holiday Smart HK and HKTV Mall have helped boost Noodoll’s popularity across Hong Kong, Japan, and China. These regions are well-known for their love of cute, collectable characters, just look at the rise of Miffy merchandise, Popmart blind boxes, and Jellycat plush toys.

As we noted in our blog post Nostalgic Characters: Miffy, Snoopy and Moomin, Gen-Z loves cute collectables, especially those that spark childhood nostalgia or offer a chance to jump on the next big trend. That same culture of collecting and trend-chasing is thriving in Asia, making it the perfect environment for a brand like Noodoll to explode.

In several articles, Noodoll is already being compared to industry favourites like Jellycat and Labubu, but with a unique, charming twist. Many outlets have even named Noodoll the “next big thing” in the world of plush collectables.

Noodoll’s momentum isn’t limited to niche communities or international markets. The brand recently appeared on ITV’s This Morning in a segment titled “Must-Have Toys for Kids and Collectors”, cementing its move from cult favourite to mainstream must-have.

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With an assortment of different soft toys, keyrings, pin badges and even rechargeable nightlights, Noodoll has a lot to offer for collectors wanting to join the trend.

Shop Noodoll here.

Time for more? Snoopy, Miffy & Moomin. The Nostalgic Characters We Can't Get Enough Of | The Joyful World of Jellycat