During the stillness of the pandemic, when the world felt uncertain and heavy, one young artist found herself inspired to create something light and joyful. That spark turned into Smiles&Cheeks, a character-driven brand built on comfort, color, and love.
“I grew up obsessed with cute plushies from Sanrio, Disney, and Line Friends,” says Abigail Vy, founder and creative force behind the brand. “But what really pushed me to start was seeing BTS design their own character line, BT21. I thought, why not try creating one too?”
The Major Creative Shift
Though she never imagined herself in the business of character design, Abby’s creative roots run deep. Before founding Smiles&Cheeks, she was part of a musical duo with her sister Audrey, signed under Warner Music Philippines as the MAJAM Sisters. They wrote, produced, and performed original songs across events and festivals. But when the world paused, so did that chapter, and a new one began.
That chapter came to life with the first character she ever designed: Tippi the Tiger. “Tippi didn’t even have clothes at first,” Abby recalls with a laugh. “I was debating whether to give him sharp teeth. I skipped the teeth, but gave him the personality of my younger brother—sporty, fun, and always up for an adventure.”
Designing with Heart and Purpose
From there, a whole cast of characters followed. Poppi the Panda. Ginni the Giraffe. Penni the Penguin. Each one inspired by someone she loves, and each one designed not just to be adorable, but meaningful.
Turning those designs into plushies felt like the natural next step. “Plushies are more than toys. They become companions, especially for people dealing with anxiety or going through hard times. I knew I wanted that to be the first product.”
But launching a business wasn’t all cute sketches and fuzzy fabric. Finding the right supplier during a global pandemic proved to be one of the biggest challenges. Her first batch of plushies arrived with defects, prompting her entire family to step in. “We were all sewing, trimming, and checking for quality together. It was chaotic, but now a hilarious memory!”
In 2021, Smiles&Cheeks made its quiet debut through comics and digital art. A year later, the first plushies hit the market. With every pop-up and bazaar, more people discovered her creations. In 2023, Smiles&Cheeks officially entered all Rustan’s Department Stores, a milestone that took her completely by surprise. “I didn’t expect a big retailer to take a chance on me. But they did.”
Stories in Every Stitch
Each plushie tells a story. Ginni the Giraffe, who loves baking and cozy gatherings, is based on her sister. Oshi the Otter and Toshi the Turtle, inspired by her parents, even have magnets in their cheeks so they can stick together. “It’s little things like that that make each character feel personal. They aren’t just cute. They’re made with heart.”
And that heart has resonated with fans in ways Abby never expected. At her first bazaar, a little boy ran straight to the booth and begged for Tippi, saying he saw himself in the character. At another event, a mom and her daughter in a wheelchair came to meet her. The daughter had just gone through surgery, and the only thing she asked for while recovering was one of Abby’s plushies.
“Moments like that remind me why I do what I do,” she shares.
Looking Ahead with Wonder
Today, Smiles&Cheeks is growing. In 2025, Abby is launching character blind boxes, partnering with Aquaflask on a line of water jugs, and expanding into Toys “R” Us. She’s also starting PlushLabs by Smiles&Cheeks, a platform where brands can transform their mascots into custom plushies.
Plushies Made with Pure Love
When asked what she hopes people remember about her brand, she doesn’t hesitate. “I hope they see it as a source of light. Something that brought them joy, especially during hard times. I want these characters to feel like little friends they grew up with.”
Her advice to fellow creatives? “Believe in your dream and start. Even if it changes along the way. Detours can lead you exactly where you’re meant to be.”
On tough days, when burnout creeps in, Abby finds comfort the same way many of her customers do. “I’m 28 now, and I still hug my plushies when I feel down. They really do help.”
Smiles, cheeks, and a whole lot of pure love. Sometimes, that’s all it takes to change the world, one plushie at a time.
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