Custom Plush Toys for Brands and Licensed IP
When the character is the product, the factory has to get three things right: keep the design confidential, reproduce the character exactly, and pass the licensor’s and the retailer’s audits. Aokuma Toy manufactures branded and licensed plush for IP owners, licensees, studios and retailers — from 500 pieces per SKU, under NDA, at a factory that already holds Disney FAMA and NBCUniversal approvals.
500 pcs
Minimum per SKU
NDA first
Signed before any artwork is shared
FAMA · NBCU
Licensor factory approvals held
Retail-ready
Target & Walmart supplier IDs, FCCA/WCA
Who We Manufacture For
Four kinds of brand partner, four slightly different jobs. Tell us which one you are and we will quote accordingly.
IP owners & studios
You own the characters and want plush for your own store, events or a merchandise line. We help with sizing, SKU planning and packaging so the first run sells through.
Licensees
You hold a licence and need a factory the licensor will approve. We supply the audit documents, produce to the style guide and route pre-production samples through your approval process.
Retailers & private label
You need branded plush for your own label or a seasonal programme, tested to your market and packed to your DC’s specification.
Brands using a licensed character
A promotion built around a licensed character — with the licensee’s authorisation in place — for gift-with-purchase, loyalty or campaign merchandise.
IP Protection Is a Process, Not a Promise
- NDA before artwork. We sign your NDA — or provide ours — before style guides, unreleased characters or launch dates are shared.
- Restricted design files. Character sheets and patterns are stored with named-user access; only the team on your project sees them.
- Segregated production. Your run is scheduled and stored separately; samples and overruns are counted, and unused prints and embroidery files are destroyed or returned.
- No cross-showing. We do not show one client's designs to another, and licensed samples never appear in our showroom or on this website without written permission.
- Rights-holder only. We manufacture licensed characters only for the rights holder or an authorised licensee, and can provide the production and shipment documentation licensors ask for.
Read how audits, QC and traceability work at our factory in Dongguan.
Character Accuracy: Style Guide to Sample
Licensed plush is judged against the style guide, and licensors reject samples that drift. Our sample process is built to pass that review the first or second time.
Style-guide breakdown
We extract proportions, colour references, expressions and ‘never do’ rules from your guide and turn them into a plush specification: fabric picks, Pantone matches, embroidery files, size chart.
Turnaround drawing
Front, side and back views of the plush interpretation for your — and, if required, the licensor’s — sign-off before we cut a sample.
Sample in 7–10 days
A physical sample photographed against the guide, then shipped. Two to three revision rounds are included; typical fixes are eye placement, colour shade and accessory scale.
Pre-production sample
A sample from bulk materials with the final hang tag, label and packaging, so the licensor approves exactly what ships.
Examples of licensed and branded character work. Every project shown was produced for the rights holder or an authorised licensee.
Retail Compliance, Packaging and Testing
Getting a licensed plush onto a shelf involves the retailer as much as the licensor. We already supply programmes that pass major-retailer onboarding:
- Factory audits on file: BSCI, ICTI, Sedex/SMETA, SCAN, ISO 9001, Walmart FCCA & WCA, EcoVadis; registered supplier IDs with Target and Walmart.
- Product testing per market: EN71 & CE (EU), UKCA, ASTM F963 & CPSIA (US), REACH, with reports from accredited third-party labs for each order.
- Packaging to spec: hang tags with licensor legal lines, sewn-in labels, barcodes, polybag warnings, retail boxes, PDQ displays and carton markings to your routing guide.
- Sustainability options: GRS-certified recycled fibres and fabrics for programmes with recycled-content commitments.
- QC you can audit: four metal-detection passes, 20+ inspectors, AQL final inspection, and third-party inspection welcome.
Planning a Licensed Plush Line
Start with two or three SKUs
A hero character in the most popular 25–30 cm size, a keychain for impulse buys, and one supporting character. 500 pieces per SKU keeps the first order manageable.
Plan 14–16 weeks to shelf
Style-guide breakdown and licensor sample approvals add two to four weeks on top of our standard 7–10-day sample and 40–45-day production. Sea freight adds 20–30 days.
Design for re-orders
Fabric and thread references are locked at approval so second and third runs match the first. Seasonal or limited-edition variants reuse the approved pattern.
Brand & Licensing FAQ
Are our designs and brand assets protected?
Yes. Every project starts with a signed NDA. Design files sit on restricted access, production is segregated by client, and we never show one client’s work to another or display licensed samples without written permission.
Do you work with major licensors and entertainment properties?
Yes. The factory holds Disney FAMA and NBCUniversal factory approvals and has produced for licensees of international character properties. We supply the audit reports and documentation a licensor’s approval process requires and route samples through their sign-off.
We are a licensee. What do you need from us?
The licence scope (territory, channel, term), the style guide, and the licensor’s sample-approval process. We then propose sizes, materials and packaging that fit the guide and the price point.
Can you reproduce a character accurately at plush scale?
Yes, within the limits of fabric. We flag at the turnaround-drawing stage anything that will not read at plush scale — very thin lines, tiny logos, gradients — and propose embroidery, appliqué or print alternatives that licensors typically accept.
What is the minimum order for branded or licensed plush?
500 pieces per SKU, which lets you launch a small line or test a new character before committing to larger volumes. Larger programmes are scheduled with dedicated production slots.
Which retail and safety standards do you meet?
EN71, CE, UKCA, ASTM F963, CPSIA and REACH testing per market; BSCI, ICTI, Sedex, SCAN, ISO 9001, Walmart FCCA and WCA factory audits; supplier IDs with Target and Walmart; GRS certification for recycled-content products.
How long from style guide to product on shelf?
Typically 14–16 weeks: two to four weeks for design and licensor sample approvals, 40–45 days of production, and 20–30 days of sea freight. Air freight or a 20–25-day rush schedule shortens this when needed.
Launch Your Branded or Licensed Plush Line
Tell us who owns the character, where it will sell and how many pieces you have in mind. We will reply within one business day — and sign your NDA before you send a single file.
Further Reading for Brands & Licensees
Explore More Custom Plush Solutions
Character plush for studios, publishers, licensees and creators.
Turn a 2D mascot into a plush fans keep.
Branded plush for trade shows, onboarding and client gifts.
Audits, QC and how to visit us in Dongguan.