Deddy Bears, Creepy and Cute
What started as a quirky collectible has exploded into a global franchise with serious slaying power.
Meet Deddy Bears, the creepy-cute plush line capturing hearts (and shelves) worldwide. With more than 3 million units sold across 50+ countries (with just 7% of those sales coming from the U.S.), Deddy Bears is one of the biggest global hits you might not know about yet.
Created by Gavin and Aoife Lawler, co-founders of The Irish Fairy Door Company and now Innov8 Creative Academy, Deddy Bears prove that heart, originality, and a strong sense of storytelling can go a long way. Each bear has a spooky-sweet backstory, a coffin-shaped package, and a fanbase that keeps growing. So why are Deddy Bears so hot right now?
- Named Toy Association’s 2025 Toy of the Year (Collectibles);
- Expanding licensing partnerships in apparel, digital, and lifestyle categories;
- Series 5 just launched with strong global distribution and sell-through;
- Upcoming exclusive collection at Claire’s hitting stores this August;
- A Liquid Death collaboration brewing that brings edge to plush.
Next up? The metaverse! Innov8 Creative Academy is among the first toy companies chosen to use Roblox’s new AMP program, unlocking digital rewards like wings, hoods, and crowns for fans who collect physical plush with a code. Each AMP-tagged Deddy Bear brings new dimensions to play, both in the real and virtual world.
And there’s more on the horizon. Innov8 is launching several new original brands in 2025, including:
- Bad Habbit Rabbitz – chaotic bunnies with adorable bad behavior;
- Plantz – a horrorticultural twist where houseplants bite back;
- Axe-alotls, Kreepy Baras, Limbz and more!
