Abstract: Device for retaining a pacifier, comprising a central body extending at least along a main direction between a first end and a second end, an annular retaining element constrained at the first end of the central body, made of elastically deformable material and couplable to a handle of the pacifier, wherein the central body has a coupling portion in proximity of the second end, the annular retaining element has a first coupling configuration in which the annular retaining element is adapted to internally receive and surround at least part of the handle of the pacifier when the pacifier is of the type with button handle, and a second coupling configuration in which the annular retaining element is configured to reversibly couple with the coupling portion of the central body retaining the handle of the pacifier when the pacifier is of the type with ring handle.