Lily & George

Every child has one toy that goes everywhere, and it is rarely the loudest one in the box. Lily & George make that kind of toy: soft, a little wistful, and nice enough that parents do not mind it living on the nursery shelf.

The label is designed in New Zealand, and our range covers soft toys from about 20cm up to the 40cm Madeleine doll, including Lorenzo and Sofia the Sloth, the Littlefoot and Flopsy bunnies and bears, Koko the Kiwi, Monty the Mammoth and Peanut the Elephant. There are blanket-style comforters such as Liam the Lamb and Stardust the Unicorn, knitted rattles, the Miss Deer wooden teether and a wall-mounted Flossie Flamingo head for nursery decor.

We always suggest buying a backup comforter, because once one becomes the favourite, losing it is a small household crisis. For newborns, choose a comforter or rattle that fits small hands, and browse our nursery collection for the rest of the room.

Are Lily & George toys suitable from birth?
Many are. The comforters, rattles and teether are listed as suitable from birth, and each product page gives its own age guidance. As with any soft toy, supervise young babies and keep toys out of the cot while they sleep.

What is the difference between a comforter and a soft toy?
A comforter has a toy head on a small, flat blanket body, light enough for a baby to grab and hold. A soft toy is a full stuffed character. Many Lily & George animals come in both, so they can be gifted as a pair.

Where is Lily & George from?
Lily & George is a New Zealand brand, and its toys are designed here. We stock their soft toys, comforters and rattles at our Mount Maunganui store and online, with delivery NZ wide.

How do I clean a Lily & George toy?
Check the care label first. Most plush and knitted toys are best surface washed with a damp cloth and mild soap, then air dried flat. Keep wooden parts, like the Miss Deer teether ring, out of water to protect the timber.