A gentle way to help children express worries, build confidence, and feel safe

Soft toys with a hidden pocket for big feelings

Write it, Tuck it, Keep it Safe
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The Good Witch makes emotional support toys for children. Designed by people who believe that when children feel understood, they learn to understand themselves.

How it works - a simple ritual children can follow

Write or draw feelings


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


Tuck them safely into Rune or Indi's hidden pocket for safekeeping

When children tuck a note into Indi’s hidden pocket, they begin to share their big feelings; this small act paves the way for conversation between children and their most trusted adullts about what's going on for them.

Feel good knowing feelings are being taken care of


Rune the Brave Dog helps children feel grounded and safe after letting their thoughts & worries go. Through comfort, courage, and imagination, he reminds little ones that calm begins within; and to remember,

"The magic is in me", and it's in you too.

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

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 & Rune in the bag - The Good Witch Global
The Good Witch Best Friends Bundle
Indi & Rune Kit - Best Friends for Sharing Big Feelings
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 - Emotional Support Set for Little People with Big Feelings
Rune the Brave Dog Magical Bundle - The Good Witch Global
Rune The brave Dog - The Good Witch Global
Rune the Brave Dog - Emotional Support Set for Little People with Big Feelings
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 - A Quiet Place for Big Feelings
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 -Courage for Big Feelings
Indi The Dream Cat - A Gentle Ritual for Big Feelings
Child placing note vertically into grey Rune toy
Rune the Brave Dog -Building Courage One Small Step at a Time
Who is The Good Witch? - A Gentle Story for Big Feelings

The Magic Behind It

Our gentle Melbourne designed, 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 & Comforting

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.

The Kindness Circle

Join our Good Witch Global® 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.

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