Hello !


Our story

From 1996 to today


It is in 1996 that we created Noukie’s, in Belgium. Our wish was to offer to the smallest children (and their parents), a remarkably soft toy, with short pile and embroidered eyes, to ensure both safety and hygiene; an innovation was born. Noukie’s would quickly develop a real expertise in the creation of characters and soft toys, and understand its essential role in the emotional development of babies. Our soft toys, the child’s every day companion, bring supreme softness, tenderness, and extend the feeling of comfort and safety given by the parents.


From 1998 onwards, our characters started creating genuine environments and also appear on linens, and later on, on day- and night wear, while always keeping the combination of softness and safety.

In 2004, Noukie’s opens its first store in Brussels, and its second one in Paris.


To celebrate the brand’s 10th anniversary, we decided to bring our characters in motion. And so, the animated 3D TV series “Nouky, Paco, and Lola” was born. Conceived with psychologists for children, this gentle and tender TV series experienced great success, and is still broadcasted in more than 163 countries…


In 2007, Noukie’s and its whole team were awarded the prestigious trophy of “Company of the Year” by Ernst & Young.


In 2010, Noukie’s completed its baby environment by creating bedroom furniture.



Our story goes on with that of our characters, and we are proud of Noukie’s presence in more than 32 countries, where it brings tenderness and happiness to both children and adults