Living Nature™ is Keycraft’s premium range of animal soft toys. Created in 2008, this best-selling brand continues to grow and evolve with today’s consumer preferences. We take inspiration from animals all over the world to bring these realistic and lovable characters to life. Made with soft-touch fabrics and beautiful craftsmanship, they stand the test of time with their enduring quality and appeal. They’ve become treasured friends and memories for many families, charming children and adults throughout generations.
Diverse & evolving
Our extensive range of animals continues to grow, with a new animal released every 6 months. This enables you to cater to current consumer trends while also curating a collectable range that families can keep adding to for years to come.
Toys that educate & fascinate
We’re proud that Living Nature™ helps children learn more about the many wondrous animal species we share our planet with, igniting young imaginations. Each plush toy in the primary range features a colourful hang tag with educational fun facts about the animal, such as its behaviour, food and habitat.
Eco friendly, Naturli
All Living Nature™ toys contain our Naturli eco-stuffing! The entire range uses 100% certified recycled plastics for either the stuffing or the whole toy. Recycled Post-Consumer PET plastic helps reduce the impact on the planet, manufactured from drink & food containers that would otherwise end up in landfill or the oceans. Our products feature the Naturli hangtag or label in a vibrant green leaf shape, appealing to your eco-conscious consumers by detailing how many recycled plastic bottles were used to make each toy.
A friend for life, that's a guarantee!
A Living Nature animal is not just a soft toy, it’s a friend for life! If your animal has a manufacturing defect within the 10-year period, you will be entitled to a refund or replacement as detailed on our website. We design our toys to last a lifetime, but we have a 10-year guarantee just in case.Find out more here!
Browse our range
We focus on creating the perfect balance of realism and cuddly appeal in every animal, making the irresistible charm of a Living Nature soft toy.
The retail experience
Show off these beautiful plush toys with maximum impact. Choose from our Living Nature branded display stands that come in theatrical yet sturdy designs. You’ll benefit from highly visual product attractions which boost the retail experience for your in-store browsers. Our stands help you drive more impulse purchases with strong brand appeal and accessible reach on multiple levels. The options include tower displays that make the perfect centrepiece, gondola displays that are ideal against a wall or the end of an aisle, and rustic crates.
Our team consulted with the buyer at Streamvale Open Farm to gain insights into what products would connect with their visitors the best. They decided to introduce the Living Nature wall displays and within three months they saw a 79% increase in sales of soft toys.Read more
Become a Stockist
To become a stockist, or to find out more about our hardworking impulse toy and product brands, contact us today.