It looks to me the sides have not been matched correctly when sewing, or they've been cut incorrectly, and the stuffing is then sending the dragon off balance. I'd be sending them pics of yours and pics from their website and asking them to put it right, or money off.
Just a side note, those saying it's expensive, it takes time to cut all the pieces, sew them together, stuff it, close it, add the face details. The company will also have running costs added as part of the overall price (eg premises, tax, NICs, business rates, marketing, electricity etc). When I look at the dragon there are quite a number of pieces to the pattern, to cut it, stitch it, would take some time to do. And the material that babygros are made from is a nightmare to work with as it stretches and moves about, so you have to pin it well when pattern matching!
£80 I think is a reasonable price to pay, if what you get back is a handmade one of a kind keepsake, which is a luxury item. The thing is we're all so used to paying for mass produced items made by machine, that £80 seems expensive but it isn't for the hours put in.
(BTW I don't make these LOL, but I do have sewing experience and knowledge of running a company!)