Many fantasy writers have incorporated goblin-type characters into their writing, so for inspiration, let's analyze the characterization of other writers:
In "Goblin Market," Christina Rossetti depicts her goblin characters as having animal characteristics:
Cat-like and rat-like,Ratel- and wombat-like,Snail-paced in a hurry,Parrot-voiced and whistler,Helter skelter, hurry skurry.
This set of goblins lure young maidens to buy their irresistable fruit, which after eating becomes strangely addictive. Her goblins appear to be charming at first, but they are deceptive and wily.