Softies Toys: A playful Shopify store for a growing toy retailer

Softies, a high-quality plush toy brand created by Widdop & Co, approached Pixel Kicks as they prepared to expand their digital presence and open direct-to-consumer revenue channels.

Their goal was to launch a new Shopify website that could not only drive D2C sales, but also increase brand awareness and support wholesale lead generation. As this would be the first in a planned series of Shopify sites for Widdop’s wider portfolio, it was important that the platform was scalable, commercially effective and able to showcase the full Softies collection with strong character-led storytelling.

Pixel Kicks was selected for the project due to our extensive Shopify experience and ability to design and style themes around individual brand identities. We worked closely with the Softies team to design and develop a custom Shopify store tailored to their product range, audience and commercial objectives.

Launched in November 2025 after a four-month project, the new site presents the complete Softies collection and has already generated promising early sales. The project has set a strong foundation for future D2C launches across Widdop & Co’s other brands, supporting their long-term digital growth strategy.