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Join your perfectly imperfect squad

Made for anyone who loves snuggling with their plushie, but cute plush toys are emotional companions, nostalgia bringers, sleep soothers, and mood boosters.

NOW LIVE ON KICKSTARTER!

Made with kid-safe materials (CPC certified)

Perfect for collections

Celebrating your unique quirks

Lovable gifts

Why but cute?

We know, but cute is the new kid on the plushie block.

And yes, it’s hard to be new, especially if you’re also a tad bit peculiar. And that’s exactly what but cute plushies are. We are different, and we love it.

Here’s everything we don’t love: mass production of plushies that don’t consider the environmental impact, bad-quality materials that start to fray and tear, insanely high prices, and just focusing on the “cute.”

We don’t mass-produce our plushies, we don’t use bad materials, and we don’t just focus on the generic “cute” characters.

We understand the buts of it all, so we bring you characters that are chunky but cute, anxious but cute, grumpy but cute, and quirky but cute.

With but cute you get a plushie you can cuddle and connect with

Plushies that are safe for kiddos and won’t break on you

All but cute plushies are created with supremely soft, durable, and safe fabrics. The toys are safe for children to cuddle and play with and are built to last, so you get years of fuzzy feelings.

Plushies that you see yourselves in

Meet Mikey, the Original but cute

Fun fact: The word cute literally means “ugly but adorable”.
 
That’s a feeling I felt a lot growing up, I struggled with being a bit chunky, shy, and anxious—but whenever somebody talked about me, they would add a “but cute” at the end.
 
And well, that really stuck with me.
 
I learned to celebrate my imperfections instead of hiding behind them. I started designing plush toys that mirrored this uniqueness and people around me just loved them.
 
So, I decided to take the movement forward and started designing plushies that represented other quirks and misfittings.
 
And here we are. I warmly invite you to be a part of the but cute Founders Club to celebrate what makes you you.

Welcome to Quirklandia, where we celebrate the quirks that make us unique

Quirklandia is the quirkiest place to be. Everyone’s unique in their special way in this strange land. In Bellybrook,  you’ll find the “chunky but cute” squad, Worrywick has the “anxious but cute” friends. We’ll introduce you to more corners of Quirklandia as we get to know each other better!

Here’s the first but cute bunch

Collect Inner Joy with but cute plushies

We thoughtfully design each plushie to highlight the imperfections that make us unique. With but cute, you have a soft friend who always reminds you of who you are.  

See the but cutes in action ▶