Baby Brands Direct is very excited to launch to trade the latest new arrivals from Keel Toys; a trusted nursery plush toy brand with its roots dating back to 1947. The family run business is now in its third generation, with the fourth already involved, and grown into one of the UK’s leading soft toy designer and developer, supporting retailers across the UK, Europe, and beyond. Keel Toys has built its renowned reputation on reliability, quality, and long-term relationships and is easily recognised by its iconic red disc in the ear of each toy – its seal of quality and value.

The Keeleco Evolution

In 2020, Keel Toys developed ‘Keeleco’. A range of soft toys crafted from 100% recycled polyester derived from plastic waste – reducing energy consumption in its plush production. For instance, 10 recycled water bottles (500ml) can produce enough fibre for an 18cm toy! The iconic Keel logo and hangtag are now formed from FSC card and attached to the toy with cotton, even the shipping cartons are recycled and sealed with paper tape. All toys are manufactured in an ICTI ethically audited factory to the highest social and environmental standards, every detail reflects its commitment to a greener future. Between 2020 and 2025, Keel Toys recycled over half a billion water bottles (as of 2024 stock production). Watch the video above to learn more about how the company uses plastic waste in its Keeleco range in its efforts and contribution to a sustainable future. 

Botantial Garden

Trade supply to retailers is now available at Baby Brands Direct of the Keeleco Botantical Garden range, developed on the success of the Keel Toys plant and flower bobballs range. Simply stunning, the plush collection provides a rich tapestry of colours, shapes and textures, and is available in both 14cm with an assortment of 12 plant and flower replicas as well as 25cm in 6 replicas.

Learning about botanical gardens through plush toys is a unique and engaging way to introduce and connect little ones with nature, especially those new to horticulture. These soft, colourful replicas of plants and flowers, can transform the educational experience by sparking curiosity and imagination. In plush toy format, they also serve as tactile tools that help learners visualise and remember the diverse species found in botanical gardens, such as colour, shape and form, making complex botanical concepts more accessible and enjoyable.

Additionally, incorporating plush toys into lessons encourages interactive storytelling and hands-on play, fostering a deeper emotional connection to the natural world. This method not only enhances knowledge retention but also inspires a lifelong appreciation and enjoyment of plant life and environmental conservation, proving that education can be both fun and impactful. The colourful aesthetic appeal of the plush botanical gardens range also make them perfect for decorating the nursery and as gender nuetral gifts. Perfect for baby shower, new baby and early birthday gifts, this line is a must have for baby and gift retailers.

The range is also idea in early learning settings, such as nurseries and schools, with the plush plants providing an insight into the botantical world,  encouraging education in scientific research and environmental conservation, to protecting endangered species and restoration of natural habitats.

These lovely, decorative and playful plush plants by Keel Toys are available to trade at Baby Brands Direct. Perfect for brightening up shop window displays and inticing customers in through the door, retailers are urged to place their orders ASAP! 

Return of the Dinosaurs!

Well not literally, but many retailers have been missing the Keel Toys Dinosaur range. It is now back under the new sustainable Keeleco production featuring recylced materials. The Dinosaur assortment is a must have for retailers, and service providers as kids have an enduring fascination with dinosaurs as they spark children’s imaginations, transporting them to a time when these magnificent giants roamed the Earth.

Favourites amongst these include the Stegosaurus, T-Rex, Triceratops, and Diplodocus, all of which are available in Keeleco plush format in 26cm. These cuddly creatures combine the thrill of prehistoric adventure with the comfort of a soft companion. These colourful dinosaurs each with their distinctive look, engage kids with their unique and tangible shapes and features. Plush versions of these dinosaurs allow kids to safely explore their curiosity and excitement about the past, providing both educational value and emotional comfort.

Their vibrant colours, detailed designs, and inviting textures make these toys irresistible friends for storytelling, playtime adventures, and cozy bedtime snuggles. Ultimately, dinosaur plush toys ignite a sense of wonder and discovery that resonates deeply with young minds eager to learn and explore. Stock the new Keeleco Dinosaur range today, pack size of 4, trade supply via Baby Brands Direct. 

The Nursery Snow Leopard

Teddies in the form of a snow leopard are a fantastic product for retailers to stock, combining the timeless appeal of cuddly stuffed animals with the exotic allure of one of nature’s most majestic and endangered creatures.

Snow leopards captivate customers not only with their striking appearance—soft, spotted fur and piercing eyes—but also with the stories and conservation efforts surrounding them, which adds an emotional and educational dimension to the purchase. The new Keeleco Snow Leopard range includes 2 soft teddies in 14cm and 25m as well as a comfort blanket in 32cm. This unique Snow Leopard teddy collection stands out on shelves, its design and colour attracting both children and adults who appreciate wildlife and want a huggable reminder of the beauty of the natural world. Additionally, retailers can benefit from stocking snow leopard teddies as they can tap into seasonal trends, holiday gift markets, and animal-themed campaigns, making them versatile and highly marketable items. In addition, its natural colour being gender neutral makes this charming range perfect for baby showers and gender reveal parties.

Retailers stocking this range can engage customers with plush that’s both adorable, meaningful, helping to foster a greater appreciation for wildlife and well priced while boosting sales with a distinctive and eye-catching item.

Highland Cow

Hugely popular and often going out of stock due to demand is the KeelEco Highlands Hamish Cow 15cm. Highlands cow plush toys have rapidly become a favorite among consumers, making them excellent sellers for retailers looking to diversify their product offerings. Their charming and distinctive appearance – characterised by fluffy fur, expressive eyes, and those iconic long horns—captures the hearts of both children and adults alike. These plush toys not only serve as cuddly companions but also as unique decorative pieces, appealing to collectors and gift buyers. Additionally, their association with the Scottish Highlands evokes a sense of rustic charm and cultural nostalgia, which retailers can leverage in marketing campaigns to enhance their appeal. With their broad demographic reach and timeless cuteness, highlands cow plush toys provide a profitable opportunity for retailers aiming to capitalise on their growing trend.

Due to demand at Baby Brands Direct, a new size of 25cm has been added to the wholesale range. 

Nursery Giraffe Collection

Another very popular range within the plush nursery collection at Baby Brands Direct is the Keeleco Giraffe collection which includes a ring rattle, 14cm teddy, 28cm teddy and comfort blanket.

Giraffes have captured the hearts of children and adults alike, making them one of the most popular animals transformed into plush teddy form and our sales reflect that. Their unique and instantly recognisable appearance – with long necks, spotted coats, and gentle eyes – creates an endearing and whimsical charm that translates beautifully into soft, cuddly toys. Unlike many other animals, giraffes effortlessly evoke a sense of adventure and curiosity, sparking imaginations about faraway savannas and wildlife safaris. In addition, giraffes symbolise grace, elegance and a gentle nature, traits that resonate deeply in the world of toys where comfort and companionship are paramount, particularly when hugging a plush toy.

The combination of their distinctive look, gentle demeanor, and association with nature’s wonder keeps giraffe plush teddies perennially popular, offering both a playful companion for children and a charming decorative piece for adults.

Now the range is expanded with a musical addition, the KeelEco Huggy Giraffe Musical 18cm, with the plush hugging a huge star enclosing a musical box that is triggered by gently pulling the star. If that wasn’t enough, retailers are reminded that Giraffes have become immensely popular as plush teddy toys for baby shower gifts. Often associated with reaching new heights and exploring the world, a hopeful metaphor for a baby’s growth and learning journey! The blend of aesthetic appeal, symbolic meaning, and tactile comfort has made giraffe plushies a beloved and timeless choice for welcoming new life. Additionally, the striking contrast between their towering stature in real life and their soft, huggable size as toys creates a delightful paradox that makes them especially appealing on store shelves and in nursery rooms. This combination of visual allure, symbolic meaning, and emotional warmth contributes to why plush giraffes continue to hold a special place in the hearts of toy lovers around the world. Stock this Keel Toy nursery collection today from wholesaler Baby Brands Direct, and be sure to include the lastest giraffe musical arrival! 

Sherwood Bear

The irrestible Sherwood bear plush toy is a delightful companion that captures the charm and warmth of childhood memories with its soft, cuddly fur and endearing expression. Whether as a comforting bedtime buddy or a decorative piece this new plush teddy brings a sense of whimsy to any room! Its high-quality materials ensure durability, making it perfect for endless hugs, imaginative play, or as a thoughtful gift that evokes nostalgia and joy. From the moment you hold it, the Sherwood bear plush toy offers a sense of comfort and companionship, inviting you into a world where stories come alive and every day feels a little more magical. Perfect gift for little ones and a must have gender neutral plush toy for retailers to stock! 

No. 1 sustainable soft toy supplier

Keel Toys is the UK’s no. 1 sustainable soft toy supplier and available at trade price to retailers from leading wholesaler Baby Brands Direct. Login or register for an account and stock the range today. With trade prices, and no minimum order values, retailers can shop as little and as often as suits their budget and demand.