MFM toy awards annoucement

for the BEST SOFT TOY Awards 2021

We are thrilled to announce that our new brand BEAMIESWORLD has won its very first Toy Awards!

MadeForMum BEST SOFT TOY Awards 2021

After a successful test launch in the United Kingdom with the support of The Entertainer Shop, BeamiesWorld was shortlisted for the MadeForMums Toys Awards 2021 in the Best Soft Toy category!

Per the MadeForMums’ team, the 2021 Best Soft Toy category “was one of the two most hotly competitive categories in the whole MadeForMums Toy Awards” and the BeamiesWorld characters have been chosen as WINNER FOR THE BEST SOFT TOY among the largest number of entry that category have ever record before.


Created by Happy Line Toys, The BeamiesWorld Characters are the softest, most playful friend you could ever wish for! These plush besties are perfect for pretend play by day, and they also make for ideal cuddle buddies by night, thanks to their cool glow-in-the-dark design!

Beautifully soft and seriously squishy, there are over 60 adorable characters to collect with each Beamie having its own energetic and bubbly personality! The glow in the dark features are designed to be super soothing and friendly even for the youngest of fans.

In Wave 1 you can choose from Alonso the super dog, Kenny the dinosaur, Alice the princess kitty, Sophia the unicorn, Splash the mermaid, Santiago the zebra, Buzz the bumble bee, Olivia the squirrel, Rosie the rabbit and Poppy the panda!

You will shortly be able to collect 4 of the Beamies characters in a larger plush toy format! These super cute and cuddly 30cm and 40cm soft toys are just as soft and huggable as the smaller 18cm Beamies – but they’re double the size!

Watch the TVC

For more information about the BeamiesWorld collection from Happy Line Toys, please email

Happy Line LOGO


Established in 2006 Happy Line Toys is a family business with headquarters in Hong Kong. It benefits from over 45 years of retail and trading experience in the toy industry, making Happy Line a trusted and reliable business partner.

The company’s catalogue includes dolls, plush, foam darts and water blasters, action figures, vehicles and preschool toys that are exported to 40 countries across Europe, North and Latin America, Middle East and Asia Pacific. They design and develop their own brands and also offer OEM-ODM services to major retailers.