Every plush toy in our collection is chosen for one reason: it deserves to be loved. From recycled plush made with care for the planet to heatable companions that soothe at bedtime, Rufni brings together the softest, safest toys from trusted makers across the UK and beyond.
EN-71 safety certified
UKCA marked
Free UK delivery over £30
30-day returns
Keeleco — Recycled Plush
Palm Pals — Collectible Minis
Warmies — Heatable Plush
Silver Tag Bears — Limited Edition
Rufni started with a simple question: why is it so hard to find soft toys you can actually trust? We are not a factory, and not a warehouse shifting thousands of unnamed plush animals. We are a small, focused team based in Barnes, London, and we do one thing well — we find the best soft toys from makers who care about quality, safety and sustainability, and we bring them to your door.
Every toy in our collection is EN-71 certified and UKCA marked. Many are made from recycled materials. All of them are chosen because they are genuinely lovely things to hold, to give, and to keep.
We carry a focused range from four trusted brands. No filler, no bulk imports. Every item earns its place.
EN-71 tested and UKCA marked across the board. We only stock toys that meet UK safety standards for the age they are sold for.
Our Keeleco and Eco Nation ranges are made from 100% recycled plastic bottles. Choosing better does not mean settling for less.
We wrap, pack and ship every order by hand. A plush toy is almost always a gift, and gifts deserve proper attention.
All our plush toys carry EN-71 certification and UKCA marking, meeting UK and European safety standards. Many are suitable from birth, and each product page states the recommended age range. Toys marked suitable from birth have embroidered features and no detachable parts.
We stock toys from four established makers: Keel Toys, Aurora World, Warmies and Suki Gifts. All are well-known brands with decades of experience producing safe, high-quality soft toys.
We currently ship within the UK only. We use Royal Mail, DPD and Evri, with free standard delivery on orders over £30.
We offer 30-day returns, which exceeds the 14-day minimum under the Consumer Rights Act 2015. Items must be unused with original packaging and tags attached. Full details are on our returns page.
Yes. Keeleco plush toys are made from 100% recycled plastic bottles, including the stuffing, fabric and thread. They carry the same EN-71 safety certification as conventional soft toys.
Warmies are filled with natural grain and dried French lavender. Heat in the microwave for 60 seconds and they give up to an hour of gentle warmth and a calming scent. Full heating instructions come with every Warmies product, and an adult should always do the heating.
