A Poofin is a large pillow-like Star that holds a collection of soft picture charms that represent all the great things in a kid's life and what they like about themselves. "Kids can make it one-of-a-kind by filling it with as many as 50 small, soft charms of their choosing. As kids build their charm collection, they get an understanding of just how awesome they are. Poofin is a plush collectible toy with soul that bridges the inner and outer dimensions of a child. As we like to say: What you put inside is what’s inside you. Poofin allows a child to share their stories with friends and family through the sharing of their personal charm collection," Ann Bowar, principal of Poofin, told TDmonthly. Launch date: February 2011.