MUMBLES LTD

What MUMBLES LTD does

Mumbles Ltd (trading brand of Norty Limited, company registration number 05074428) is a UK-based B2B supplier of customizable plush toys, teddy bears, and baby gifts designed for downstream personalisation by printers and embroiderers. The company operates a trade-only model, selling blank-canvas plush products exclusively through a distributor network in the United Kingdom and Europe, with Henbury Brands sales representatives supporting direct trade customer outreach. End customers are not served directly; instead, Mumbles' products are decorated by trade buyers using sublimation, DTF printing, vinyl, or embroidery and resold to end consumers in tourism, gift shops, sports/clubs, and new baby gifting use cases.

The product portfolio is organised around four core ranges engineered for specific decoration methods: PrintMe (flat-surfaced plush for sublimation/vinyl, 28 SKUs), Zippies (zip-access plush for embroidery, 23 SKUs), Squidgy's (ruched-seam plush with zip access, 10 SKUs), and SquidgeMe (95% Polyester / 5% Elastane plush with embroidered features and printable bodies, 4 SKUs). Additional categories include Traditional Bears, Comforters and Blankets, New Baby Gifting, Seasonal Friends, Festive Friends, Keyrings & Accessories, Sports & Clubs, Tourism & Gift Shops, and a Spring Collection. Manufacturing is offshored to China, with country of origin listed as China. All products are designed to comply with EN71 European Toy Safety regulations, and BSCI social compliance is referenced on certain PrintMe product pages.

Mumbles is headquartered at Suite G1 Hartsbourne House, Delta Gain, Carpenders Park, Watford, with a mailing/operations address at Spindle House, 1 Almondvale Business Park, Livingston. The company is privately held with no disclosed funding rounds, no management team roster, and no public revenue disclosure. The go-to-market relies on the company website (the-mumbles.co.uk) for catalog, decoration guides, EN71 reports, and a 2026 brochure, supplemented by trade show participation, social sharing integrations, and downloadable trade resources. Pricing is not publicly disclosed because the business sells exclusively through distribution.

Name

MUMBLES LTD

Legal name

Norty Limited

Website

https://the-mumbles.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Mumbles Ltd, a UK-based trade-only brand of Norty Limited, designs and supplies customizable plush toys and teddy bears to printers, embroiderers, distributors, and gift shops across the UK and Europe for downstream personalisation and resale.

Ownership category

akta.pro rank

Product category

Custom Plush Toys

NAICS

Doll, Toy, and Game Manufacturing (339930)

SIC

Dolls & Stuffed Toys (3942)

akta.pro primary industry

Dolls, Plush & Action Figures Retail (CRALAFAD)

akta.pro secondary industry

Traditional Toys Distribution (CRAOAMAA)

Keywords

• Custom plush toys
• Personalised teddy bears
• Promotional merchandise
• Baby gift products
• Trade wholesale toys

Headquarters

HQ city

Watford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Wholesale Plush Toy Sales: Mumbles sells plush toys and soft toys in bulk to trade customers (distributors, printers, embroiderers) who then decorate and resell to end consumers. Products are sold as blank canvases ready for personalisation.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Mumbles designs and supplies a range of blank customisable plush toys, teddy bears, baby gifts, and seasonal characters sold exclusively as trade-only wholesale to printers, embroiderers, and distributors across the UK and Europe. Products in the PrintMe, Zippies, Squidgy's, and SquidgeMe ranges are engineered with built-in zip access, printable surfaces, and EN71-compliant materials to facilitate embroidery, sublimation, DTF, and vinyl decoration by trade buyers before resale.

Product overview

Mumbles is a UK-based trade-only company specializing in personalized plush toys and characters. The product portfolio centers on four main sub-brands: PrintMe (flat-surface printable toys for sublimation/vinyl), Zippies (zip-access toys for embroidery), Squidgy's (soft plush with ruched seams), and SquidgeMe (embroidered plush with printable bodies). Products span multiple categories including Traditional Bears, Seasonal Friends, Festive Friends, New Baby Gifting, Comforters and Blankets, Keyrings & Accessories, More Plush Friends, Sports & Clubs, and Tourism & Gift Shops. All products are designed for B2B trade customers (printers, embroiderers, distributors) who personalize the blank toys with custom branding, logos, and designs for resale.

Differentiator

Problem solved

Functional benefit

Products and services

• PrintMe Range A range of plush toys designed with a flat printable surface on the tummy for sublimation or vinyl printing decoration. Sold as a wholesale trade line to printers and decorators for custom personalisation with logos, text, and designs. 28 products in the range.
• Zippies Range Plush toys featuring a zip at the base for direct access to the tummy area, enabling embroidery decoration. Includes removable inner stuffing pads for easy handling during personalisation. 23 products in the range.
• Squidgy's Range Soft plush toys with ruched seams for added shape, featuring zip access at the base for direct decoration access and fully removable inner stuffing pads for personalisation convenience. 10 products in the range.
• SquidgeMe Range Plush toys made from 95% Polyester, 5% Elastane fabric with embroidered facial features and printable bodies. Complies with EN71 regulations and is suitable for all ages. 4 products in the range.
• New Baby Gifting Gift sets and plush items designed for new baby occasions, including personalised plush animals and blankets, sold wholesale to trade customers for personalisation and resale.
• Seasonal Friends Seasonal and holiday-themed plush characters including Christmas, Halloween, and other festive designs sold wholesale for trade personalisation.
• Festive Friends Christmas and holiday-themed plush toy characters for seasonal gifting, sold wholesale to trade customers.
• Traditional Bears Classic teddy bear designs including jointed bears, character bears, and graduation-themed bears available in multiple ranges for trade personalisation.
• Keyrings & Accessories Miniature plush character keyrings with metal clip attachments and personalisation panels for DTF, vinyl, or sublimation printing, sold wholesale to trade customers.
• More Plush Friends Additional plush animal characters including lions, giraffes, elephants, koalas, and other wild animals across various sub-brands, sold wholesale for trade personalisation.
• Sports & Clubs Sports-themed plush toys including football, rugby, and team mascot designs for club supporters and sporting events, sold wholesale to trade customers.
• Tourism & Gift Shops Plush souvenirs and gifts designed for tourist destinations and gift shop retail environments, sold wholesale to trade customers.
• Comforters and Blankets Baby comforters and blankets including animal comforter designs with rattles for infants, sold wholesale to trade customers for personalisation.

Quantifiable outcome

• Products available through distribution network covering UK and Europe
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Jellycat: London-based premium plush toy designer and wholesaler with extensive character ranges sold through trade and gift-shop channels across Europe and globally. Comparable product breadth, B2B trade distribution, and presence in tourism/baby gifting segments.
• Keel Toys: UK-based plush toy manufacturer and supplier with a comparable B2B trade model, producing a wide range of soft toys and characters for the gift, souvenir, and personalisation markets. Most directly comparable peer in geography, product type, and trade channel.
• Mary Meyer: US-based plush toy manufacturer with a strong baby/comforter and gift range distributed through specialty trade channels. Comparable in plush baby gifting, comforter/blanket products, and B2B distribution.

Broad incumbents

• Aurora World: One of the largest plush toy manufacturers globally, producing a vast catalogue of stuffed animals for retail and trade channels. Comparable in plush product range, scale of distribution, and presence in baby/gift verticals.
• Build-A-Bear Workshop: Global plush toy retailer and manufacturer with a strong personalisation/gifting proposition (stuffed animals with names, sounds, outfits). While primarily consumer-facing, it competes for the same end-customer personalisation spend and validates the personalisation megatrend.
• Wild Republic: Global plush manufacturer specialising in realistic animal plush and nature-themed toys distributed through trade and retail channels. Comparable in plush product range and B2B distribution model.
• Douglas Company: Established US plush toy manufacturer with broad character and animal ranges distributed through specialty retail and trade channels. Comparable product diversification across traditional teddy bears, characters, and seasonal plush.
• Ty Inc. Iconic plush toy manufacturer behind Beanie Babies, with global trade and retail distribution across character plush, keyrings, and collectible categories. Comparable in plush product format and keyring/accessory extension.

Regional players

• Trudi: Italian plush toy manufacturer with premium positioning and a strong European presence in baby gifting and traditional teddy bear categories. Comparable in geography (European B2B trade) and seasonal/baby product focus.
• Fiesta Crafts: UK-based craft, plush, and toy supplier with a B2B trade distribution model across educational, baby, and gift categories. Comparable in UK trade channel focus and gift/seasonal product mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MUMBLES LTD