Wild Republic Snuggleluvs and Poppykins with meaning

When you enter the Wild Republic stand, you quickly realise that this is not just about soft toys. Snuggleluvs and Poppykins represent a toy concept that combines weight, haptics and conscious design.

The focus is on figures that are not only decorative, but also specifically address sensory needs.

Wild Republic Snuggleluvs as weighted companions

Snuggleluvs measure around 15 inches and are deliberately weighted. This extra weight is no coincidence, but part of the idea: the animal lies noticeably in your arms, conveying pressure and stability. The arms can be wrapped around the neck to create a kind of hug. This even pressure can have a calming effect, especially for children or adults with sensory sensitivity. A Sensory Supporting Tag explicitly refers to this purpose. The figures are therefore not only cuddly toys, but are also intended as supportive companions – for example, in cases of restlessness or tension. The range is wide. The Snuggleluv Bee received particular attention. It was awarded the Mom's Choice Award and also received a Toy Man S.T.E.M. Award. Other models are also set to undergo the relevant certification process, and MESH accreditation is in the pipeline. The goal is clear: sensory needs should be taken seriously and supported worldwide.

Poppykins Axolotl and Capybara with fidget function

In addition to the Snuggleluvs, Wild Republic presents the Poppykins. Here, the focus is on a different form of sensory stimulation. The Axolotl, for example, can be squeezed and then springs back to its original shape. This simple principle – squeeze, release, spring back – creates a fidget-like movement that many children use intuitively. Poppykins are available in mini and full-size versions. Here, too, the sensory approach remains central. The material is soft, yet stable enough to be squeezed repeatedly. A capybara completes the range and shows that Wild Republic deliberately chooses animal species that arouse curiosity. The Poppykins were listed by the Toy Association in its Toy Trends for 2026 – an indication that sensory toys are no longer considered a niche product, but a relevant segment. The product lines can be roughly distinguished as follows:

• Snuggleluvs as weighted, huggable figures
• Poppykins in mini and full-size versions with fidget effect
• Award-winning models such as the Snuggleluv Bee

Prices and positioning in the market

The smaller Poppykins are priced at around £7. The larger Snuggleluvs cost between £28 and £35, depending on the design and materials used. Bundles are occasionally offered, combining a large Snuggleluv with a small Poppykin, for example. The price structure reflects the amount of material used and the specific function. Weighted fillings, additional layers of fabric and sensory orientation distinguish the products from classic soft toys.

Wild Republic: between toy brand and mission

Wild Republic was founded in 1979. The founder, Mr Pillai, is now 92 years old and still active in the company. Operational management is now in the hands of his grandson. This family continuity also shapes the company's philosophy. The stated goal is to connect people with nature. Animals are the focus – not only as a motif, but as ambassadors. The claim goes beyond the product: the company operates its own production facilities in India and organises transport for employees from rural areas. Those who do not have access to transport to work are picked up. Meals are provided on site and clothing is made available. In addition, Wild Republic supports several orphanages. Products are regularly donated and the facilities receive financial support. Responsibility should not end with manufacturing, but should involve the entire community.

International expansion and digital presence

In addition to established locations in the United Kingdom, Denmark and Australia, the company is planning to strengthen its presence in South America and African regions. The majority of the range is currently available online, supplemented by pop-up stores in Europe. Stronger communication in the German-speaking market is also being considered. Snuggleluvs and Poppykins are examples of a trend in which soft toys are intended to be more than just decoration. Weight, material and interaction are deliberately used. Wild Republic combines toy development, sensory support and corporate responsibility. In a market that often focuses on quick results, this is a clear positioning – quiet in tone, but clear in attitude.