“A comforting companion that supports children’s emotional wellbeing, one note at a time.”

Comfort toys with pockets for big feelings

Children write a note and tuck it safely inside their Good Witch toy.
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Emotional Expression


With Indi the Dream Cat by their side, children can gently explore their feelings through writing or drawing. Indi listens quietly, reminding little ones that every feeling — big or small — deserves to be understood and cared for.


Connection & Communication


When children tuck a note into Indi’s secret pocket, they begin to share what’s inside their hearts. These small rituals of release help children communicate with the grown-ups they trust, building stronger bonds and emotional understanding.

Calm & Confidence


The Good Witch and her friend Rune the Brave Dog help children feel grounded and safe after letting their thoughts & worries go. Through comfort, courage, and imagination, they remind little ones that calm begins within; and to remember "The Magic is In me", and it's in you too.

Shaping hearts for a kinder world.

At The Good Witch, we help children grow in courage, kindness and connection; nurturing the magic within every child.


The Good Witch toys give children a safe, nurturing way to share their feelings and feel supported as they grow.

Why The Good Witch Matters

When you choose The Good Witch, you're giving your child something truly magical: the feeling that their dreams, worries and wishes all have a safe place to land.

Reading who is the Good Witch with Rune

From Our Customers

Absolutely Magical

I recently bought a cuddly toy from The Good Witch for my son, and it's become his favourite bedtime companion. The quality is wonderful, soft and durable.

What I love most is the thoughtfulness behind the brand - they are not just toys; they spark imagination and comfort. Our son has struggled with anxiety at bedtime and this new toy has created a beautiful new bedtime routine to help ease his fears.

Peter

“Bedtime has become magical.”
My daughter used to get anxious at night, but now she reads with Rune every evening and sleeps with him by her side. She even recites the Nightwatch Spell on her own. It’s been an unexpectedly sweet and grounding addition to our routine.

James

“Such a unique and meaningful gift.”
I gifted this to my godson and was blown away by the quality and thoughtfulness. The story has heart, and the plush characters are not only adorable, but also serve a real purpose in helping little ones feel safe and heard.
Roya

Shop The Magic 💫

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Indi the Dream Cat - The Good Witch Global
Indi the Dream Cat with story book - Who is the Good Witch by Loretta Goldring
Indi the Dream Cat - Magical Bundle
Rune the Brave Dog Magical Bundle - The Good Witch Global
Rune The brave Dog - The Good Witch Global
Rune the Brave Dog - Magical Bundle
Who is the Good Witch? Book by Loretta Goldring - The Good Witch Global
Rune The Brave Dog Twins - The Good Witch Global
Rune - Brave Dog - Twin Bundle
Indi the Dream Cat - Twin bundle - The Good Witch with book, bags and notepads
Indi The Dream Cat - Twin Bundle with Bags, The Good Witch Global
Indi - The Dream Cat - Twin Bundle
Who is the Good Witch?

Our Magic

Our gentle characters are here to help nurture children through ups and downs of childhood. Each one keeps your child's messages safely tucked away & reminds little hearts they are never alone.

Soft & Snuggly

Our delightful plush companions are thoughtfully crafted with every child in mind. Each texture, stitch, and fabric is chosen to feel gentle and soothing in little hands—bringing comfort to children who love soft, calming sensations or need extra care for sensitive touch.

Kindness Circle

Join our Good Witch community of magic-makers! Share the love, spread the story, and receive special perks when you help us grow our world of calm, courage and kindness.

Give Back With Good

A portion of every purchase supports children’s wellbeing and literacy programs. Together, we help more children feel seen, safe, and strong.