Warmies
Warmies, operated by Intelex Group (UK) Limited since 1995, designs and sells microwavable soft toys and wellness products filled with millet grain and French lavender through UK DTC e-commerce, B2B wholesale, and a global distributor network spanning Europe, Australia, and Asia.
- Company typePrivate
- Founded1995
- HeadquartersWellingborough, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Warmies does
Warmies is a 30-year-old UK-based consumer brand operated by Intelex Group (UK) Limited, headquartered in Kettering, Northamptonshire. The company designs and distributes microwavable soft toys and wellness products built around a proprietary filling of millet grain infused with dried French lavender sourced from Provence, France. Products can be heated in a microwave for up to 60 minutes of soothing warmth or chilled in a freezer for cooling relief, with weighted designs providing sensory comfort. The portfolio spans Large Soft Toys (£24.99), Junior 9-inch toys (£19.99), Minis (~7 inches, £12.99), Keyrings/Bag Charms (£8.99–£9.99), the Hot-Pak heat pack line (original 1995 launch), a Wellness Collection (slippers, neck wraps, bottles, eye masks, heat pads), a Luxury premium tier (£19.99–£31.99), seasonal collections, children's books and book-toy bundles, and a Pet-Friendly line launched in December 2025. A licensed character portfolio covers Garfield, Snoopy, Peter Rabbit, Shaun the Sheep, SpongeBob, Teletubbies, Wallace & Gromit, Bagpuss, Miffy, TMNT, and others.
The business operates a hybrid go-to-market: direct-to-consumer e-commerce via warmies.co.uk with promotional discounting and email marketing, a B2B wholesale portal (wholesale.warmies.co.uk), and an international distributor network spanning Germany, France, Czech Republic, Romania, Malta, Russia, Belgium, Australia, and Hong Kong. UK DTC serves primary personas including gift buyers, mums, children, teens, grandparents, and increasingly pet owners. Revenue is generated entirely through one-time product sales with no subscription component; pricing is unit-based across 13+ distinct SKUs. Marketing leverages Instagram, Facebook, TikTok, Pinterest, Twitter, blog content, PR (Oprah's Favorite Things 2025), email newsletters, and trade show participation (Do it Best / True Value 2025 Fall Market). The company holds registered trademarks for Warmies®, Hot-Pak®, and Dusty Pups™, complies with BS 8433:2004, EN71-1/2/3, and NB Toys Protocol safety standards, and operates an annual charity partnership with Cancer Support UK through its Dream Bestie limited-edition program.
Warmies firmographics
Firmographics- Name
- Warmies
- Legal name
- Intelex Group (UK) Limited
- Website
- https://warmies.co.uk
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Warmies, operated by Intelex Group (UK) Limited since 1995, designs and sells microwavable soft toys and wellness products filled with millet grain and French lavender through UK DTC e-commerce, B2B wholesale, and a global distributor network spanning Europe, Australia, and Asia.
- Ownership category
- akta.pro rank
Where Warmies is headquartered
LocationHeadquarters
- HQ city
- Wellingborough
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Warmies business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Others
Revenue model
- Product Sales: Warmies generates revenue through the sale of microwavable soft toys, wellness products, and accessories. Products are sold at various price points from budget-friendly keyrings (£8.99) to premium luxury items (£31.99). The company operates on a one-time purchase model with no subscription component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Large Soft Toys - Priced at £24.99 |
| Unit Pricing | Pay-as-you-go | Junior Soft Toys - Priced at £19.99 |
| Unit Pricing | Pay-as-you-go | Minis Collection - Priced at £12.99 |
| Unit Pricing | Pay-as-you-go | Keyrings & Bag Charms - £8.99 to £9.99 |
| Unit Pricing | Pay-as-you-go | Hot-Pak Collection - £12.99 |
| Unit Pricing | Pay-as-you-go | Luxury Neck Wraps - £19.99 |
| Unit Pricing | Pay-as-you-go | Luxury Boots - £31.99 |
| Unit Pricing | Pay-as-you-go | Luxury Slippers - £26.99 |
| Unit Pricing | Pay-as-you-go | Luxury Bottles - £21.99 |
| Unit Pricing | Pay-as-you-go | Wellness Slippers - £19.99 |
| Unit Pricing | Pay-as-you-go | Love Heart Heat Pads - £16.99 |
| Unit Pricing | Pay-as-you-go | Children's Books - £9.99 |
| Unit Pricing | Pay-as-you-go | Book & Toy Bundles - £34.99 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
Warmies product offering
Product offeringCore offering
Warmies designs, manufactures, and retails microwavable soft toys and wellness products filled with natural millet grain infused with dried French lavender from Provence. Products can be heated in the microwave for soothing warmth lasting up to 60 minutes or chilled in the freezer for cooling relief. The range spans plush toys in multiple sizes (large, junior, mini, keyring), licensed character collaborations, seasonal gifts, neck wraps, slippers, boots, bottles, and Hot-Pak heat packs.
Product overview
Warmies is a comprehensive line of microwavable soft toys and wellness products designed for comfort and relaxation. The core offering consists of large microwavable plush toys filled with millet grain and French lavender that provide up to an hour of soothing warmth when heated. These are complemented by a multi-size product family including Junior (9 inch), Minis (7 inch), and Keyrings/Bag Charms (3 inch), as well as the Warm Hugs line featuring detachable paired characters. The wellness portfolio includes Hot-Pak heat packs, a Wellness Collection (neck wraps, eye masks, slippers, boots, bottles, heat pads), and a premium Luxury Collection. The brand also offers seasonal collections, licensed character collaborations (Bagpuss, Garfield, Peter Rabbit, Shaun the Sheep, Snoopy, SpongeBob, Teenage Mutant Ninja Turtles, Teletubbies, In the Night Garden, Miffy, Wallace & Gromit), children's books, and book-toy bundles. A pet-friendly collection and Dusty Pups device cleaners round out the product range. All products are scented with French lavender from Provence and comply with BS8433:2004 and EN71 safety standards.
Differentiator
Problem solved
Functional benefit
Brands
- Warmies Minis: Smaller-sized soft toys designed for little hands and big hearts, approximately 7 inches in size, fully heatable and scented with French lavender.
- Dusty Pups
- Hot-Pak
- Warmies Luxury Collection
Products and services
- Warmies Large Soft Toys The flagship microwavable plush toys filled with millet grain and French lavender, providing up to an hour of soothing warmth when heated in the microwave. Available in numerous animal and character designs across categories including Woodland Friends, Safari & Jungle, Brilliant Birds, Farmyard Friends, and Perfect Pets.
- Warmies Junior Soft Toys Medium-sized microwavable plush toys approximately 9 inches, offering all the benefits of large plush toys in a smaller format perfect for small gifts or stocking stuffers. Priced at £19.99.
- Warmies Minis Smaller-sized soft toys around 7 inches, fully heatable and scented with real French lavender. Designed for little hands and on-the-go cuddles. Priced at £12.99.
- Warmies Keyrings & Bag Charms Pocket-sized mini characters approximately 3 inches, designed for clipping to keys, bags, backpacks, or zippers. Keyrings priced at £8.99 and bag charms at £9.99.
- Warmies Warm Hugs Sets of two matching microwavable characters that can be detached and enjoyed separately. Includes various animal pairs like sloths, otters, puppies, and koalas.
Quantifiable outcome
- Products stay warm for up to 60 minutes after 60 seconds in microwave
- +2 more outcomes
Companies that use Warmies
Customer profileSegments7 records
Ideal customer profiles4 records
Warmies technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Warmies partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Cancer Support UKcoreWarmies partners with Cancer Support UK for the annual Dream Bestie competition, where children undergoing cancer treatment design their dream plush companion. The winning design is manufactured and sold by Warmies, with all profits donated to Cancer Support UK. In 2025, Spencer's Bat Cat design won; in 2026, Carter's Harvey the Happy Harp Seal was selected.
- Dasco (Romania)minorRegional distributor for Warmies products in Romania.
- Warmies GermanyminorRegional distributor for Warmies products in Germany.
- Breba TradingminorRegional distributor for Warmies products.
- Albi (Czech Republic)minorRegional distributor for Warmies products in Czech Republic.
- Toytastic (Malta)minorRegional distributor for Warmies products in Malta.
- Soframar (France)minorRegional distributor for Warmies products in France.
- Pinkl (Russia)minorRegional distributor for Warmies products in Russia.
- Warmies AustraliaminorRegional distributor for Warmies products in Australia.
- Legend-C (Hong Kong)minorRegional distributor for Warmies products in Hong Kong.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Warmies competitors and assessment
Company assessmentDirect peers
- Jellycat: London-based premium plush toy brand with a comparable DTC-led, design-forward approach and broad gifting positioning. Closest like-for-like peer in the UK heritage plush category.
- Keel Toys: UK-based plush toy manufacturer offering eco-conscious, recyclable soft toys. Directly comparable in product category, UK heritage, and wholesale-led retail distribution.
- Aurora World: Global plush toy manufacturer with a broad character and animal portfolio. Comparable in core plush product, licensed character strategy, and international retail distribution.
- Douglas Company: US-based plush toy maker with a wide animal and character range. Comparable in soft toy manufacturing, gifting positioning, and breadth of SKUs across price points.
- Ty Inc. Maker of Beanie Babies and other plush toys. Comparable in mass-market plush category, licensed/collectible positioning, and broad international retail footprint.
- Steiff: German heritage plush manufacturer known for premium, collectible stuffed animals. Comparable in premium plush positioning, European heritage, and gifting-led brand.
- Build-A-Bear Workshop: US-based experiential plush retailer with a deep licensed-character catalogue. Comparable in plush-as-gift positioning and licensing-driven assortment, though operating a retail-store model rather than pure e-commerce.
- Merrythought: Historic UK heritage teddy bear maker, founded 1930. Comparable as a UK-based premium plush manufacturer targeting the gifting and collectibles market.
Broad incumbents
- Gund (Spin Master): Plush toy brand owned by Spin Master, one of the largest global toy companies. Comparable in plush category, but operating as part of a much larger toy portfolio with deeper licensing relationships.
- Mattel: Global toy giant with significant plush exposure through brands like American Girl and various licensed lines. Overlaps in gift-positioned soft toys and licensed character IP, but at vastly greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Warmies social profiles
Digital presenceWarmies compliance and trust
Trust signalCompliance4 records
Warmies financial estimates
Financial estimateRevenue estimate
Valuation estimate
Warmies leadership team
Management profileNumber of profiles
Warmies funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Warmies M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Warmies
What does Warmies do?
Warmies designs, manufactures, and retails microwavable soft toys and wellness products filled with natural millet grain infused with dried French lavender from Provence. Products can be heated in the microwave for soothing warmth lasting up to 60 minutes or chilled in the freezer for cooling relief. The range spans plush toys in multiple sizes (large, junior, mini, keyring), licensed character collaborations, seasonal gifts, neck wraps, slippers, boots, bottles, and Hot-Pak heat packs.
Is Warmies a public or private company?
Warmies is a private company. It is classified as unknown and is currently operating.
When was Warmies founded?
Warmies was founded in 1995. It employs 11 to 50 people.
Where is Warmies based?
Warmies is headquartered in Wellingborough, United Kingdom, in the Europe region.
How does Warmies make money?
One revenue line is on record: product Sales.
Who are Warmies's main competitors?
Direct peers on record are Jellycat, Keel Toys, Aurora World, Douglas Company, Ty Inc., Steiff, Build-A-Bear Workshop and Merrythought. Broad incumbents are Gund (Spin Master) and Mattel.
Does Warmies have an API?
No public API is recorded for Warmies.