Jellycat

Jellycat, the London plush house founded in 1999, built its reputation on an unmistakable softness, that impossibly velvety fur you can identify with your eyes closed. The Bashful Bunny made its name, but the cult favorite is the Amuseables line: smiling, stubby-legged versions of everyday things, from croissants and avocados to cups of coffee and even a humble slice of toast.

Part of the obsession is scarcity. Jellycat regularly retires designs, which turns discontinued characters into hotly traded collectibles and sends fans scrambling before a favorite disappears. Beloved by babies and grown adults alike, it's plush that straddles nursery gift and serious collection.