Once upon a time, there were two best friends named Lily & George...
Like all good fairytales, the story of Lily & George began with a wish.
We wished upon a star for a collection of soft toys that was:
- thoughtfully designed for New Zealand children
- full of charm, sparking creativity and imagination through role play
- irresistibly cute, endlessly cuddly, and made to be cherished
- crafted using the safest materials and trusted designs
- destined to become lifelong friends to every child they meet
- always ready to play make-believe, tell stories, listen, and offer comfort
The Fairy Godmother must have been listening, because she soon paid us a visit. With her magical help, our wishes came true—and so, the story of Lily & George was born.
Since 2008, Lily & George have welcomed a growing family of soft toy friends, comforters, rattles, and blankets—each thoughtfully designed to bring joy, comfort, and a sense of wonder to little ones. With a dedication to using high-quality materials and exceptional craftsmanship, we’re proud that Lily & George have become beloved by families in New Zealand, Australia, and around the world.
Designed in New Zealand, our whimsical soft toys are full of personality and always ready for an adventure. Whether it's sharing cuddles, listening to bedtime stories, or joining in imaginative games, our toys are created to be treasured companions through every stage of childhood. Their friendly faces and huggable textures make them perfect for encouraging emotional connection, creative role play, and everyday moments of magic.
Meet Amy & Richie - The creative spark behind Lily & George
Meet Amy & Richie — The Creative Force (and Family) Behind Lily & George
At the heart of Lily & George is a true family affair. Amy and Richie are the creative minds behind the brand, working together to design every soft toy with love, imagination, and a deep understanding of what children truly adore. As co-designers, they collaborate on everything—from sketching new characters and selecting colour palettes to choosing the perfect fabrics that are soft, safe, and full of personality.
Their days are full and hands-on. Whether they’re sourcing materials, attending trade shows, refining samples, or packing up online orders, Amy and Richie are deeply involved in every step. They wear many hats—designers, product developers, trend scouts, quality controllers, and small business owners with big dreams.
And they’re not doing it alone! Their two young children, Liam and Thea, are part of the magic too—often “testing” new toys for cuddle-ability and fun, offering honest feedback, and even lending a hand with packaging orders from time to time. It's their joyful energy and curiosity that constantly inspire new ideas and remind Amy and Richie why they do what they do.
With a shared passion for quality, creativity, and a little bit of everyday wonder, the family behind Lily & George continues to grow a collection of toys that feel like friends—and are loved by children across New Zealand, Australia, and beyond.
Where to Buy Lily & George Products
You can find Lily & George in over 300 beautiful stores across New Zealand and Australia.
Our stockists—ranging from charming local boutiques to trusted online retailers—are carefully selected to reflect the same love, quality, and imagination that goes into every Lily & George creation. Whether you're shopping in person or online, our wide network means there's always a Lily & George friend nearby, ready to find their forever home.
Of course, our full range of toys, blankets, comforters, and rattles is also available directly from our online toy store, with free NZ-wide delivery on orders over $50.
Lily & George toys are known for becoming fast favourites with little ones, which is why many parents choose to buy a spare—just in case their favourite friend takes an unexpected adventure or gets caught up in the laundry!
If you're a retailer interested in joining our growing family of over 300 stockists, or if you have any questions about our products, we’d love to hear from you.
