At and the little dog laughed, every creation begins with a story — a thread of memory, a spark of imagination, a moment of comfort.

Founded in 2008 by Australian designer Kylie Platt, the brand was born from a love of childhood — the simple joy of play, the warmth of keepsakes, and the timeless magic of imagination.

The name comes from one of Kylie’s favourite nursery rhyme as a child “Hey Diddle Diddle” — a gentle reminder to laugh, dream, and hold onto the wonder of being little.

We use natural materials wherever possible and are proud to support Australian farmers by using Australian merino wool for all of our knitted clothing.
Every forever friend begins its life in our Torquay studio, where we design, sew, and bring each character to life before it makes its way to our partners in southern China.
We’ve worked with the same small, family-run business for more than ten years — a partnership built on trust, shared values, and genuine friendship.

Bessie Deer is a darling addition to any soft toy collection. Made with the softest wool blend fabric, she boasts sparkly gold antlers and a matching tulle skirt. Perfect for cuddles, Bessie loves picking daffodils, sitting on her mum's knee, and eating pink ice cream cones.

Suitable from birth

measures 40cm

Australian designed

Freddie Bear

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