About Being Kids
Being Kids is a plush toy distributor that supplies authentic Miffy, Peanuts, WWF and other character plush to retailers, gift shops, and consumers across Singapore. We are also the Singapore Miffy licensee for the plush and lifestyle categories — meaning we don't just import Miffy, we're authorised by Mercis (the Miffy rights holder) to produce official Miffy-branded product for the Singapore market.
What Being Kids does
Wholesale distribution
We supply 60+ Singapore retail partners with officially licensed plush from seven brands. Retailers get authenticated stock, marketing collateral, and Singapore-based fulfilment that dispatches reorders the same week.
Singapore Miffy licensee — plush and lifestyle
Being Kids is the authorised Singapore licensee for Miffy in the plush and lifestyle categories. That means we can create official Miffy-branded product for the local market — collaborations with attractions, corporate gift bundles, souvenir programmes, and limited editions — sitting alongside our imported Miffy range.
Direct-to-consumer store
Our storefront at beingkids.sg sells the full range to individual buyers. Free shipping on orders over $20 SGD, 14-day returns on Singapore orders.
Custom plush and corporate gifts
We produce customised plush and gift bundles for corporate clients, tourist attractions, and licensed collaborations (Singapore Zoo, Marina Bay Sands, and others).
What makes Being Kids different
Licensee, not just distributor
For Miffy, Being Kids holds direct rights from Mercis Bv in the plush and lifestyle categories in Singapore. Almost no other Singapore seller can say this — competitors are downstream buyers with no ability to develop official product locally.
Twenty years as a licensed distributor
Being Kids has held authorised distribution rights since 2005. Most competing sellers on Shopee, Lazada, and Carousell are parallel importers with no brand authorisation — meaning no warranty, no returns handling, and unpredictable stock.
Widest plush range in Singapore
We carry one of the largest selections of plush toys in Singapore. Retailers can consolidate Miffy, Peanuts, WWF and Wild Republic through a single account. Competitors carry curated selections, but retailers sourcing directly from each brand overseas juggle multiple vendors, MOQs, and shipping schedules.
Singapore 3PL, same-week reorder
Stock ships from our 3PL within days. Parallel importers typically re-order from overseas suppliers with 4-8 week lead times.
Safety-tested plush
Every item meets US ASTM F963-23 toy safety standards. Grey-market imports rarely provide compliance documentation.
Trade partner network
Products already sell through TANGS, Books Kinokuniya, Mothercare, Motherswork, Mandai Wildlife Reserve, Gardens by the Bay, ArtScience Museum, Resorts World Sentosa, Changi Airport retail, and 50+ other locations. New retail partners join a proven sell-through pattern.
Who uses Being Kids
- Singapore department stores and toy specialists (TANGS, Toys"R"Us, Kids21, Motherswork, Mothercare, OG)
- Attraction and tourism retail (Mandai Wildlife Reserve, Marina Bay Sands, Resorts World Sentosa, Changi Airport, Gardens by the Bay)
- Gift, book, and floral chains (Books Kinokuniya, HANDS, Precious Thoughts, Hyggerium, Noel Gifts)
- Corporate and hotel buyers ordering branded gift bundles
- Direct consumers buying plush and gifts online through beingkids.sg
The team behind Being Kids
Being Kids was founded in 2005. The company started as a small licensed plush importer and grew into the primary Singapore distributor for several character brands, with a two-decade unbroken relationship with several licensors including Bon Ton Toys (Miffy). The team is small and locally based — retailers and direct buyers deal with the same people every order.
How Being Kids works
- For direct buyers: order online at beingkids.sg. Dispatch within 1-2 business days. Free shipping on Singapore orders over $20 SGD. 14-day returns on unopened items.
- For retailers: send a trade enquiry via beingkids.sg/pages/for-retailers. We reply within one business day, schedule a call, help you pick an opening range, and ship the first order from our Singapore 3PL — usually within two weeks of first contact.
- Communication: email hello@beingkids.sg, phone during Singapore business hours, or visit us at 994 Bendemeer Road.
- After-sales: faulty or damaged items replaced at no cost; email photos within 48 hours of delivery.
Key facts
| Company Name | Being Kids Pte Ltd |
| Type | Licensed distributor + Singapore Miffy licensee (plush + lifestyle categories) + direct-to-consumer retailer |
| Founded | 2005 |
| Headquarters | 994 Bendemeer Road, Singapore |
| Website | https://beingkids.sg |
| Core Offering | Officially licensed plush toys, souvenirs, corporate gifts |
| Pricing | Retail from ~S$12 (small keychains) to S$200+ (collector plush); trade pricing on application |
| Contract Terms | No long-term contracts for trade accounts; opening orders from ~S$500-2,000 |
| Services | Wholesale distribution · DTC e-commerce · custom plush · corporate gifts · retailer marketing support |
| Communication | Email hello@beingkids.sg · phone · in-person at 994 Bendemeer Road |
| Notable Clients | TANGS · Books Kinokuniya · Mandai Wildlife Reserve · Marina Bay Sands · Gardens by the Bay · Changi Airport retail · Motherswork · Mothercare |
| Customers Served | 60+ retail partners across Singapore and Brunei; thousands of direct consumers |
| Projects Delivered | Two decades of licensed distribution; multi-brand seasonal campaigns; custom plush for tourism and corporate clients |
| Social | Instagram: @beingkids.sg |
Frequently asked questions
Are your products authentic?
Yes — every item is sourced directly from the brand owner or their authorised regional distributor. We hold Singapore distribution rights for all seven core brands and can provide chain-of-custody documentation on request.
What does it mean that you are a Miffy licensee?
Mercis Bv (owner of the Miffy character) has granted Being Kids the rights to produce official Miffy-branded plush and lifestyle product for the Singapore market. That's separate from importing existing Miffy product — it means we can develop Singapore-specific collaborations, exclusives, and corporate bundles that carry the authentic Miffy IP.
Can I buy from Being Kids as a retailer?
Yes. Send a trade enquiry at beingkids.sg/pages/for-retailers. Typical opening order is S$500-2,000 depending on store size and brand mix.
Do you ship internationally?
We deliver across Singapore. For international orders, contact us directly — we ship to Malaysia and Brunei on request, but international returns are not accepted unless the item arrives defective.
What's your return policy?
14 days on unopened Singapore orders, subject to standard exclusions (used items, custom plush, gift cards). Full policy at beingkids.sg/policies/refund-policy.
Where can I find your products in a physical store?
The current stockist map is at beingkids.sg/pages/where-to-buy-miffy-in-singapore — 60+ locations across Singapore.
Do you sell direct to attractions or hotels?
Yes — we supply Mandai Wildlife Reserve, Marina Bay Sands, Resorts World Sentosa, ArtScience Museum, and Changi Airport retail among others. Custom souvenir and gift-with-purchase programmes are available.