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Boo with a favorite plush
Boo with a favorite plush.

Boo the Dog Plush, Books, and Collectibles

Boo has been gone since 2019, but the official merchandise made during his lifetime is still out there, and some of it has quietly become collectible. This guide covers everything official: what is still in production, what is retired, and which pieces now sell for real money.

One rule we follow on this page: official items only. Gund holds the license for Boo plush toys, and the books were written by Boo’s owner. If you see a “Boo” plush that is not Gund, it is a knockoff.

The Gund plush line

Gund has made more than 30 different Boo plush designs over the years: different sizes, outfits, and poses, from small 3-inch surprise collectibles to the classic 9-inch sitting Boo.

Still in production:

  • The classic 9-inch Boo is the definitive one, the plush that actually looks like him. You can find it on Amazon, at Walmart, and at Michaels, typically in the $35 range.
  • Smaller and themed variants (holiday outfits, the unicorn costume Boo, 3-inch surprise minis) rotate in and out of availability; Gund’s official Boo collection is the authoritative list of what is currently in production, and the wider Gund Boo selection on Amazon usually carries most of it.

Buying tip: counterfeit Boos are common on marketplace listings. Real Gund plushes have the Gund tag and embroidered detailing. If a listing photo shows no tags and the price looks too good, it is not the real thing.

The books

Boo’s owner wrote four photo books under the pen name J.H. Lee. All are still easy to find new or used:

  1. Boo: The Life of the World’s Cutest Dog (2011). The original, published in 10 languages. If you only get one, get this one.
  2. Boo: Little Dog in the Big City (2012). Boo explores San Francisco with Buddy and his friends.
  3. The board-book spinoffs, including the alphabet book for the youngest fans, round out the set; the full J.H. Lee shelf on Amazon has whatever is currently in print.

Used hardcovers of the first printing in good condition have started creeping up in price, which brings us to the interesting part.

The collector’s market

Here is something nobody tells you: retired Boo merchandise has a real secondhand market. Since Gund cycles designs out of production and no new Boo photos will ever exist, the discontinued pieces are finite, and fans have noticed.

What tends to hold or gain value on eBay and similar markets:

  • Retired costume plushes (holiday editions, limited outfits) in new-with-tags condition
  • The 3-inch surprise series, especially complete sets
  • First-edition hardcovers of the 2011 book, particularly signed store-event copies
  • The annual Boo calendars, which stopped after his passing and are genuinely scarce sealed

The market lives on eBay’s Boo the Dog collectibles section, and the honest way to price a piece is the same there as anywhere: check SOLD listings, not asking prices, because sellers can ask for anything and the sold history is what collectors actually paid.

Condition rules everything. A loved, fur-matted Boo plush is a wonderful thing to own but worth little; sealed and tagged examples are what collectors pay for.

A note on what this page is

This site has been a Boo fan site since 2010. We keep this guide updated because fans still ask where to find him, and because a plush Boo on a shelf is a pretty good way to remember the dog who started it all. And if what you actually want is a plush of your OWN dog, that exists too, and it is wonderful. If you are new here, his full story is on the bio page, and the photo gallery is where the cuteness lives.