Ayumi: Be You was an adorable line of plush toys by the german toy company NICI, that was sadly discontinued most likely around 2017.
I never owned any of these critters myself, unlike with The Zelfs. I only discovered them from seeing loose images of the plushes on the internet, and I fell in love with them and their cute designs ! Unfortunately, it is hard to find very much information about them or a place with pictures of all Ayumi products released, as they're no longer on NICI's website. However, I did my best to compile everything I've found.
As far as I can tell, 10 plushes were released, each available in three different sizes (20cm, 15cm, and a 10cm keychain). They were sort of released in waves I think? Their order of release is:
Each with a general visual theme. Magic and Angel are both winged, Faith and Joy have the same patterns and face markings, etc. You may view images of them in the 'plushes' section!