That's Whip from Dreamkeepers with a different color scheme.  Their books were published in 2006.

www.dreamkeeperscomic.com

Whilst I've never encountered a Floof of any variety before, I certainly wish I had sooner; this guy's design is adorable and translates perfectly into toy form!

Love how this guy turned out! The sculpture is interesting to look at from any angle, the coloring looks great and overall he's very cute and very tempting to own!