Abstract: Plush toy that includes a concealed message therein is comprised of first and second halves or portions. The first half of the plush toy has a plush-like surface and a flat, printable surface on which a message is written, and the second half has a plush-like surface and a flat surface that optionally has a message written thereon. When the flat surfaces of the first and second halves are brought face to face with one another, magnets within the two halves, or other suitable device, keep the two halves coupled together producing a complete plush toy that only reveals the plush-like surfaces. When the flat surfaces are moved away from one another, the flat surfaces are revealed thus revealing the concealed message(s) written on one or both of the flat surfaces. The plush toy may include one or more straps, or other suitable device, that keep the two halves together even when the flat surfaces thereof are not in face to face contact with one another.