When words are too hard.. feelings need a friend.

When feelings get stuck, they can show up as tantrums or tearful bedtimes.

Write it, Tuck it, Keep it Safe
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It begins with a story… where children meet Indi and Rune, and discover a quiet voice inside themselves.

A gentle reminder that they are safe, capable and not alone... and from there a beautiful ritual begins.

How the magic works

Write or draw feelings


A quiet way for children to express feelings they don’t yet have words for

Tuck the note safely into the hidden pocket for safekeeping

Placing it inside the hidden pocket helps children release their big feelings.

Feel calmer knowing their feelings are safe

A gentle step towards sharing when they're ready.

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

Verified Customer

“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

Verified Customer

Rune has been a constant companion for Gabby from the moment he arrived, always by her side. Rune brings comfort, security, joy and calm. Sleeping and connecting with Rune really helped Gabby to be courageous when she recently gave up her dummies. We love Rune and would highly recommend for any little one needing a special suggly best friend.

Jane
Verified Customer

Meet Indi & Rune


Every child connects differently—trust the one that feels right.

Indi the Dream Cat - Meet Indi
Rune the Brave Dog - Meet Rune

Where the magic comes together


A gentle beginning… but the story is where the magic truly begins.

Each bundle brings the story, rituals, and comfort together in one experience.


Indi & Rune in the bag - The Good Witch Global
The Good Witch Best Friends Bundle
Indi & Rune Kit - Best Friends Kit
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 - The Complete Kit
Rune the Brave Dog Magical Bundle - The Good Witch Global
Rune The brave Dog - The Good Witch Global
Rune the Brave Dog - The Complete Kit
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 Kit
Who is the Good Witch? Book by Loretta Goldring - The Good Witch Global
Rune The Brave Dog Twins - The Good Witch Global
Rune the Brave Dog - Twin Kit

Why The Good Witch Global® matters

When your child has somewhere safe for their feelings, you'll notice; calmer evenings, braver mornings, and a little one who knows their heart is held. You're giving your child something truly magical: the feeling that their dreams, worries and wishes all have a safe place to land.

Child playing with Indi and Rune plush toys
Child placing note vertically into grey Rune toy

Trusted by Schools

Used in classrooms across Melbourne, to help children express big feelings.

In Children's Clinics

Helping nervous children feel calm in waiting rooms across Melbourne.

Loved by Professionals

Trialled by speech pathologists & child wellbeing professionals.

Give Back With Good

A portion of every purchase supports children's wellbeing programs. Because every child deserves to feel seen and safe.

A gentle place for big feelings - See how it works 💫

Customers are saying

5.00 ★ (4)
Verified