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At Newhorse, we've spent 12 years perfecting plush toy manufacturing in Shenzhen, China-serving leading IP brands across 30+ countries. Your designs come to life through our team of senior pattern makers and designers, who deliver 99% + sample similarity and rigorous quality control. Experience seamless OEM/ODM collaboration, on‑time delivery, and the confidence of working with a proven industry partner.
Newhorse was founded in 2014 and operates three production bases with a total floor area of approximately 20,000 ㎡, with 15 pattern‑makers, over 800 staff and an annual output of more than ¥100 million CNY (about $15 million USD). It is capable of large‑scale multi‑category custom production and simultaneous deliveries. The factory's core management team has over 20 years of industry experience, with backgrounds from leading Japanese and global manufacturers, specializing in plush toys and custom doll garments. Emphasizing full‑cycle quality management, it has built strict standardized QC systems covering development, prototyping through shipment, to deliver reliable high‑quality services for IP brands plush dolls and custom doll clothing.
Newhorse has been engaged in custom plush toy development and manufacturing since 2014. Based in Longgang, Shenzhen, deeply cultivates the Guangdong-Hong Kong-Macao Greater Bay Area market.
Our Shenzhen headquarters and Guangxi production facility provide approximately 20,000 square meters of combined manufacturing space.
Our R&D and sampling team includes experienced pattern makers/designers coming from major Japanese and foreign-owned manufacturing enterprises and with deep expertise in the plush toy and custom doll clothing sectors.
Standard sample development can be completed normally within 3–7 days, depending on the product structure, material availability and design complexity.
Our production system supports monthly output of more than 900,000 pieces across multiple plush product categories.
Bulk manufacturing normally takes approximately 15–30 days after the sampling, materials, packaging and production details approved.
Newhorse manufactures a range of customized plush products for retail, promotion, licensing, gifting, e-commerce and branded merchandise programs.
Newhorse manufactures jointed plush dolls in a wide variety of designs, featuring male and female characters from anime and pop-culture franchises. Their styles range from sweet and cute to dark gothic, encompassing a diverse array of character concepts-such as Lolita-style girls, bounty hunters, bards, demons, and elves.
Available options include:
Custom Character-shaped doll/Celebrity cartoon doll/Logo-shaped doll/Branded IP doll/Custom fabric and filling/Multiple sizes and colorways
Jointed plush dolls can not only be posed flexibly in various ways but also styled with a wide range of outfits, accessories, and makeup looks.
We develop custom plush toys from original artwork, character drawings, reference photographs, technical files and physical samples.
Available project types include:
Character plush toys/Custom stuffed animals/Mascot plush toys/Promotional plush toys/Brand merchandise/Authorized IP character products/Animal-shaped plush toys/Human and cartoon character plush/Custom dolls/Seasonal plush products/Gift and souvenir plush products
Product dimensions, fabric, filling, clothing, facial features, embroidery, printing, labels and accessories can all be adjusted according to the approved design.
Our development team evaluates how the character should be translated into a stable three-dimensional structure while preserving its most recognizable visual features.
Custom plush keychains are suitable for retail collections, promotional campaigns, events, character merchandise and small branded gifts.
We can customize:
Character shape/Product size/Plush fabric/Embroidered facial features/Printed details/Metal key rings/Plastic clips/Fabric loops/Labels/Hangtags/Individual packaging
Plush keychains can also be developed as smaller versions of an existing character plush toy, allowing brands to create coordinated products at different price points.
We support private-label product collections for brands, retailers, wholesalers and e-commerce businesses.
A coordinated collection can include:
Multiple character designs/Different product sizes/Alternative colorways/Plush toys and matching keychains/Character pillows/Branded clothing and accessories/
Custom woven labels/Silicone labels/Printed hangtags/Retail-ready packaging/Gift sets
By confirming the design language, materials, labels and packaging across the full collection, we help customers build a more consistent brand presentation.
A custom plush project involves more than selecting a fabric and sewing the pieces together.The development process must consider the character's
proportions, three-dimensional structure, seam placement, material behavior, decoration method, filling distribution, accessory attachment and
production repeatability.Newhorse follows a structured development and manufacturing process.
The project begins when you send us your available design information.
This may include:
Character artwork/Hand-drawn sketches/Reference photographs/Technical drawings/Three-dimensional renderings/Physical samples/Brand guidelines/Product descriptions/Initial product ideas
Our team reviews the intended shape, size, construction, fabric, colors, facial features, clothing, accessories and target application.
After reviewing the design, we recommend suitable materials and manufacturing methods.
The evaluation may include:
Plush fabric type/Fabric pile length/Fabric weight and softness/Filling material/Embroidery/Screen printing/Heat-transfer printing/Direct digital printing/Woven labels/Silicone labels/Clothing and accessories/Attachment methods/Product packaging
Materials are selected according to the desired appearance, product structure, usage, target market and budget.
Once the initial specifications are confirmed, our pattern makers begin converting the design into a three-dimensional plush structure.
This is one of the most important stages of the project.
The pattern maker must decide:
Our sampling team then cuts, embroiders, prints, sews, fills and shapes the prototype.
After the first sample is completed, the customer can evaluate the product.
Key review points may include:
Overall shape/Character proportions/Product dimensions/Fabric color/Fabric texture/Facial expression/Embroidery position/Printed details/Clothing/Accessories/Filling level/Label position/Overall resemblance to the design
Customer feedback is translated into specific revision instructions for the pattern and sampling teams.
After the sample and all production details are approved, the project moves into bulk manufacturing.
The production process may include:
Material preparation/Fabric inspection/Pattern arrangement/Laser or CNC cutting/Embroidery or printing/Sewing/Filling/Accessory assembly/Product shaping/Thread trimming and surface cleaning/Label attachment/In-process inspection/Final inspection/Packaging
The approved sample, confirmed materials, color references and production specifications are used as the main control references.
Finished products are checked according to the approved project requirements.
The final stage may include:
Appearance inspection/Shape comparison/Stitching inspection/Embroidery and printing checks/Loose-thread removal/Stain inspection/Accessory checks/Label confirmation/Packaging confirmation/Quantity verification/Carton preparation
Once the products and packaging have been approved, the order is prepared for shipment.
Newhorse has invested in specialized production equipment for embroidery, cutting, filling, sewing, inspection and finishing.
The purpose of this equipment is not only to increase output. It also helps control component accuracy, embroidery consistency and production repeatability.
Equipped with 40 TAJIMA embroidery machines, Newhorse supports detailed character features, brand logos, lettering and decorative patterns with stable stitch density, accurate positioning and consistent batch results.
Our 35 automatic laser cutting machines and precision CNC cutting equipment help maintain accurate panel dimensions, reduce manual cutting variation and improve repeatability across complex plush designs.
Experienced sewing operators work according to approved patterns and assembly sequences, handling body construction, facial assembly, limb attachment, clothing, labels and accessories for both simple and complex products.
With 17 professional filling machines, we can manage product softness, dimensions, shape stability and filling consistency. Trained operators complete the final shaping and surface finishing process.
X-ray inspection equipment and production-stage quality checks help identify issues involving stitching, accessories, filling, product shape and internal foreign objects before products move to final packaging.
Our equipment, skilled operators, pattern-making experience and quality control system work together to support repeatable dimensions, stable workmanship, multi-product manufacturing and efficient large-volume delivery.
Quality control begins during product development.Waiting until the final inspection stage is not enough for a customized plush project. Structural, material and appearance problems should be identified before bulk production starts.Newhorse manages quality through development review, sample approval, production checks and final inspection.
During product development, our team reviews:
Pattern feasibility/Fabric suitability/Color references/Embroidery method/Printing method/Seam placement/Filling requirements/Accessory attachment/Label position/Packaging compatibility
Potential production difficulties are discussed and adjusted during the sampling stage.
This helps reduce avoidable changes after bulk materials have been prepared.
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The approved sample serves as a key reference for bulk production.
Production teams use the confirmed sample and specifications to control:
Product shape/Overall proportions/Dimensions/Fabric/Color/
Embroidery/Printing/Clothing/Accessories/Filling/Labels/Packaging
Any approved limitations or acceptable production tolerances should be confirmed before production.
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Quality checks are carried out during key production stages.
Inspection points may include:
Fabric condition/Cutting accuracy/Embroidery position/Embroidery appearance/Printing quality/Sewing workmanship/Seam strength/Accessory attachment/Filling distribution/Product shape/Label placement/Identifying issues during production allows corrective action to be taken before the full order is completed.
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Finished products may be checked for:
Overall appearance/Shape consistency/Correct materials/Correct colors/Loose threads/Surface stains/Open seams/Embroidery defects/Printing defects/Accessory installation/Label accuracy/Packaging accuracy/Carton quantity
Inspection requirements can be adjusted according to the product and customer specifications.
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Different products and destination markets may have different safety, labeling and testing requirements.
Requirements can depend on:
Intended age group/Product materials/Product construction/Accessories/Destination country/Retail channel/Customer-specific standards
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Whether you are creating your first custom plush toy or looking for a manufacturing partner for an established product line, Newhorse can help evaluate your design, develop a sample and prepare the product for manufacturing.
After receiving your information, our team will review the product structure, customization requirements and production feasibility.
We can then recommend suitable materials, processes, sample arrangements and the next steps for your project.
Our team aims to respond to new inquiries within one hour.