It's a bunflower!

Bashful Lilac Bunny is very attentive - she tilts her head to hear all the best tales and readies her yummy-soft purply ears. A delightful lassie in flower-bright fur, she wants to go everywhere, paw in paw. And when she’s tired, she’ll sit up sweetly.

Suitable from birth.
Hand wash only; do not tumble dry, dry clean or iron. Not recommended to clean in a washing machine.

From our friends at Jellycat.