Founded in 2008 by Australian designer Kylie Platt, the brand was born from a love of childhood — the simple joy of play, the warmth of keepsakes, and the timeless magic of imagination.

The name comes from one of Kylie’s favourite nursery rhyme as a child “Hey Diddle Diddle” — a gentle reminder to laugh, dream, and hold onto the wonder of being little.

Each of our forever friends is made with hand-finished details, thoughtful design, and exceptional quality. Each creation is crafted with care and intention, bringing joy, comfort, and a touch of magic to children around the world.

Wilma Bear is made from soft caramel-coloured plush with charming corduroy ears and a festive corduroy party hat, finished with a pink felt pom-pom. She’s full of character and is perfect for cuddles and celebration.                               

Wilma loves performing magic shows with her imaginary friends, making wishes on ladybugs and giving her mum the very best hugs.

She doesn’t like spiders

• Suitable from birth
• Measures 20cm
• Australian designed