Friends to love, and to keep

Noodoll is a London design studio making soft, characterful friends. Each one is drawn by hand, built to be hugged, and made to stay with you for years.

Our Story

Noodoll started with founder Yiying, who trained at art school in London and grew up surrounded by the noodles and rice of her native Taiwan. The name says it plainly: noodle plus doll. Noodoll.

What began as a handful of hand-drawn characters has grown into a full family of friends, sold around the world. The heart in our logo is a promise: every friend is made with care, and made to last.

We still design everything in our London studio. The brief never changes. Make friends that feel good to hold, that have real personality, and that earn a permanent place on the bed, the shelf, or the walk to school.

Where the name comes from

Noodle, for the food that shaped a childhood. Doll, for the friends we make. Put them together and you get something soft, a little playful, and very easy to love.

It sets the tone for everything we do. Comfort can be playful. Quality can be characterful. A soft toy can be a friend you keep for life.

Comfort can be playful

We believe even the smallest friend can make everyday moments feel a little less lonely. Every
Noodoll is soft to hug, full of personality, and made to stay.

Be friends for life

Our promises

A circular graphic featuring a cute cartoon seal character peeking over a laptop with a heart icon on the screen, set against a pale mint green and white abstract background.

Worldwide Shipping

Friends sent to homes
all over the world.

A circular graphic featuring a white cartoon bunny with bandages on its ears and forehead, a small needle illustration to the right, and a dark teal cross at the top, all on a pale mint-green background.

10 Year Guarantee

Loved too hard?
Noodoll Surgery
patches them up.

A circular mint-green graphic featuring a white cartoon dumpling character peeking out of a container with the text 'noodoll LONDON' on the front.

Friends To Keep

Made to be kept and
loved, not outgrown.

A circular graphic illustration featuring a stylized white monster peeking from behind a clock tower and a modern skyscraper, set against a pale mint green background with a darker green circular border.

Designed in London

Drawn and designed in
our London studio.

Made thoughtfully

We want friends that last, made in a way we can stand behind. We choose materials with care, work
with trusted makers, and design for keeping rather than throwing away.

We align our work with the UN Sustainable Development Goals.