Plush doesn’t have to mean disposable

Fluff & Tuff was founded in 2010 by Ellen Lawson, who remains the company’s creative lead and president, in Troy, Michigan. The idea came from a familiar problem: Ellen’s own dogs — including Georgia, a pitbull mix, and Harry, a hound mix — loved soft plush toys, but tore through them within minutes, leaving stuffing everywhere and creating a choking hazard.

At the time, the only durable alternatives were hard rubber, nylon, or plastic chew toys — none of which gave dogs the soft, snuggly play experience they clearly wanted. Ellen set out to prove that plush and tough didn’t have to be opposites, and partnered with a children’s plush toy manufacturer to build dog toys to the same standard as toys made for kids.

Fifteen years on, Fluff & Tuff remains a family-owned business based in Troy, Michigan, still guided by Ellen’s original principles: durable yet attractive toys, exceptional customer service, and philanthropy wherever possible.

Built like a children’s toy, designed like a wild animal

Every Fluff & Tuff toy is built around a custom Tuffweb™ mesh liner — a thick, durable mesh bonded directly to the outer plush fabric — with double-stitched seams to resist holes and tears. Toys are manufactured to the same standards required for children’s plush toys in the United States, including independent testing for lead and phthalates, and every batch is scanned for stray metal or foreign objects before it leaves the factory.

When designing a new toy, Ellen spends hours studying real photography of the animal she’s recreating, so the finished plush reflects its natural look, colours, and distinguishing features rather than a cartoon caricature. Safety details are built in throughout: facial features are embroidered rather than made from hard plastic eyes or buttons, removing a common choking hazard.

Giving a Fluff

In the United States, Fluff & Tuff runs two charitable campaigns each year through the Fluff & Tuff Charitable Foundation. #IGiveAFluff, held every June, and an annual Holiday Charity Toy, support local animal welfare organisations and shelters with donations tied directly to these campaigns.

Woof Living — exclusive distributor

Woof Living is the exclusive distributor of Fluff & Tuff in Singapore, supplying a handful of trusted retailers across the country. Every Fluff & Tuff product sold by Woof Living and our authorised retail partners is genuine, sourced directly from the brand.

Common questions