Plush Toys & Activities
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The Lamaze Infant Development System is the categorisation created by Lamaze, to group the design and development of its products. It is a three step model based on behavioural growth, the first being ‘awakening the senses’, the second ‘exploring and experimenting’ and the third ‘moving and doing’. The baby products are also designed in conjunction with child development specialists Dr. J Singer and Dr. Dorothy Singer; psychologists at Yale University.

Lamaze has a strong history of creating a wide ranging selection of engaging, baby friendly products, promoting development in young children, whilst preserving their philosophy of healthy parenting. A highly successful baby brand, it was acquired in 2011 from RC2 by Takara Tomy. The brand has been distributed by Baby Brands Direct since 2010 and provides retailers with a colourful selection of quality soft toys that take baby through key developmental stages including engaging vision, auditory and motor skills from cot to toddler and beyond.

Teddies are an essential purchase for all nursery rooms and also represent a large share of the new baby gift market. As a prime wholesaler to the nursery industry, Baby Brands Direct prides itself in stocking a variety of soft toys suitable for various stages of a baby's development. As a nominated distributor for leading brands including Fisher-Price, Lamaze, Peter Rabbit, Little Bird Told Me and Keel Toys, we are able to offer a huge range of quality plush toys. Our clients can select from: ring, bean, squeak & body rattles, activity plush toys, Disney character large toys, comfort blankets, linkable loop toys, audio & light soothers, ragdolls & plush dolls, musical plush toys, licensed character plush toys and nursery teddies.

Plush toys and activity items are high in demand as they play a crucial role in the educational process. Toddlers get attached to dolls, puppets, and stuffed animals as they teach them important skills. Retailers can shop at convenience with our unparalleled selection while benefiting from our competitive wholesale prices.

Plush Toys & Activities Categories

Lamaze delivers products that are age, stage and milestone appropriate, with clear packaging highlighting this to ensure the right products are purchased by consumers at the right time. From engaging baby mats and activity gyms to plush toys that keep them company and give them security, little ones discover new sounds, colours and textures, before exploring all sorts of role play fun. The Lamaze range of products provides a valued and favourable brand addition to the retail offering, supply of which is distributed by specialist wholesaler Baby Brands Direct.


According to researchers, these playthings have unique advantages over other toys because kids know that a plush puppy or a princess doll represents a living thing; they can relate and attach emotions to. Playing with these "friends" allows kids to explore their complex feelings. Stuffed animals also give 2- and 3-year-olds the chance to master people skills, improve their vocabulary, and much more.

Paediatrics strongly recommend fluffy toys for boys as toys flexes boys’ language, a recent growing trend that has been turning over quick sales in the plush toy market. Baby Brands Direct considers all these facts whenever we are updating our catalogue. Our clients are assured to quickly tap into the latest trends with up-to-date trendy toys.