The show starred Sean McCann as Noah Tomten, a former old salt, who now runs an antique shop in Littleton Falls, the NODDY Shop (this stood for "Notions, Oddities, Doodads & Delights of Yesterday").

The stories in The Noddy Shop mainly centered on three children, Noah's grandchildren, Kate and Truman, and a friend of Kate's named Daniel Johnson, shortened to D.J., who came to play at the shop, and were collected by their (unseen) parents at the end of the day, implying the episodes were set after school, during school holidays or weekends.

The moral message was also a theme in a song sung by the shop's population of anthropomorphic toys.

[1] Due to almost instantaneous success in the US and Canada, BBC Worldwide decided to distribute the series overseas.

A music video involving the character Johnny Crawfish, "Special", was made to promote the overseas airings.