The Cherokee Nation collection was developed in collaboration with artist Mary Beth Timothy and features seven finger puppet designs representing the tribe’s seven clans. The line also includes a clan house playset that allows the plush characters to interact through storytelling and play.
Soft Stuff Creations Sales Coordinator Danica Adams says the new release builds on growing demand for smaller, collectible plush with strong educational and cultural ties.
“Retailers are scaling back and focusing on specialized items with a range of price points,” Adams says. “Smaller plush collections are easier to stock, easier to track and give visitors a reason to return and complete the set.”
Soft Stuff Creations’ Indigenous People series includes finger puppets and modular playsets that can be purchased individually or as a full collection — a strategy that supports repeat transactions for destination retailers, Adams points out.
“Visitors can purchase an entire set or walk away with just one or two items,” she explains. “Maybe they don’t have the budget for a $50 or $60 item, but they can take home a $12 piece and add to the collection next time.”
That collectible approach is resonating with museum, cultural and attraction retailers, particularly among members and repeat visitors who may not purchase on every visit without a fresh or evolving assortment.
The Indigenous People series launched in 2017 with Pacific Northwest artist Bill Helin, whose artwork inspired a line of finger puppets, playsets and full-size plush based on Tsimshian wildlife and traditions. The series has since expanded to include multiple Indigenous artists representing different cultures.
Designs are rooted in each artist’s original work, with artists receiving royalties from sales to support their creative businesses. The goal, Adams says, is to celebrate culture through storytelling and play in a way that is accessible, engaging and age inclusive.
“The whole point is to make culture approachable for younger audiences through play,” says Adams. “The plush designs reflect wildlife, traditions and symbols that are important to each culture.”
Across its broader plush assortment, Soft Stuff Creations notes a growing interest in smaller formats, including finger puppets and bag-charm-size plush. Retailers are favoring more meaningful, location-specific souvenirs,” Adams reports.
“What we’re seeing at trade shows is a shift toward custom, collectible and eco-friendly plush — items you can only get at that location,” she relates. “People want something more memorable.”
The company is also transitioning its plush lines toward eco-friendly fabrics made from recycled PET materials, aligning sustainability with storytelling and design.
Looking ahead, Adams says Soft Stuff Creations plans to continue expanding the Indigenous People series with additional artists and cultures. “We want to be known for meaningful plush that tells stories and helps retailers build loyalty one collectible at a time,” she says.
