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From the manufacturer:

Feisty Pets are the latest line of fun and innovative toys from the creative minds at William Mark corporation- the creators of air swimmers! Feisty pets are a line of plush animals with "stuffed attitude"! Each pet changes expression from cute to 'feisty' when you gently squeeze it behind the ears. No batteries or extras necessary. Captivate and entertain any audience, young or old with these unique and animated animals! They're great to cuddle and play with, but are also perfect for a hilarious and innocent prank on friends and family!

Toby Toejam

Toby Toejam is a cheetah!! They're cute, but they're feisty! Feisty Pets plush stuffed animals will turn on you if you squeeze them. The bad boys of plush. You won't like me when I'm angry. Each Feisty Pet has their list of likes and dislikes, so consider yourself warned!

• This cute Cheetah is only 8.5” tall- but don’t let him know that- unless you wanna see the feisty side of this pet!
• Turn your sweet and innocent looking stuffed animal into a feisty pet by giving it a little squeeze behind the ears
• These pets have an endearing resting face and are great for cuddle time- and their animated alter ego is fun for play and to give your friends…or foes, an unexpected surprise!
• Stuffed with polyester fibers and is surface washable