Collection: NOODOLL

Cult classic London-based design brand, Noodoll, was born out of playful imagination and loving dedication to quality, unique style and customer happiness...our exact ethos at First.!  

Once upon a design...Founder, Yiying, created her first Noodoll while studying at art school in London. Inspired by Japan and her native Taiwan, Yiying created a fun-loving character which started life as an illustration in a story, before leaping off the page and into soft plush toy form. The stories this little character inspired in Yiying’s imagination and the joy they brought gave her the idea to create some friends for him. She named the company in his honour and so the Noodoll journey began.

Created in a small ethical factory and made to the highest quality standards, Noodoll is a little company with a big heart. Everything is made with as much love and care as possible, with the mission of bringing a little happiness and joy to your everyday. The same team of highly skilled Taiwanese craftswomen that joined the Noodoll journey back in 2011 continue to make all the brand’s toys today and their dedication to Yiying and Noodoll truly inspires us.

Noodolls can be many things - toys to play with, design pieces to collect, plushes to cuddle, or friends to go on adventures with. They are unbelievably soft and undeniably cuddly designed to be loved for a lifetime. From little ones to grown ups, we believe there’s no life that can’t be transformed with a little imagination and playfulness.

A key focus for Noodoll is sustainability. Thinking about the planet every step of the way - starting with responsible manufacturing and shipping. They reduce waste in their London office by using recycled delivery boxes and reusing them where they can and sealed with paper tape. They also carefully choose their manufacture partners to ensure they are collaborating with sustainable companies that will help keep their footprint light.

"Everything we make is designed to inspire the imagination. From little ones to grown ups, we believe there’s no life that can’t be opened up and transformed with a little playfulness. We bring this spirit to everything we do at Noodoll because if we can imagine something, we can make it happen."

More on Noodoll's Values

A more equal world

Noodoll don't put people - or toys! - in boxes, which is why all plush dolls are gender neutral. They value the power of play for everyone, however they identify, and are proud to have been awarded the Toymark by Let Toys Be Toys for being an inclusive toy maker.

A more caring world

Noodoll focus on quality and put care into every detail of their work. They believe the effort and love they put into their products makes them even more special for you. The ricemonster plush toy collections are designed and built to last a lifetime. They have even set up a Noodoll Surgery service should your plush toy ever need a bit of TLC and repair :)

A big factor for why Noodoll was a chosen toy and collector's brand at First. was the amazing detail and high quality materials that have been used to create such an imaginative brand. From the moment you touch and hold the plush toys, you feel this sense that you just have to have one in your life!