Introducing HUG™, an award winning, therapeutic comforter designed for people living with dementia. HUG improves wellbeing, reduces anxiety, and helps a person feel relaxed, safe and loved.

HUG has long weighted arms and legs that enable it to wrap around a person’s body to give them a cuddle. It’s made from carefully selected soft plush fabric that feels warm and comforting to touch. HUG has a simulated heartbeat, created via a Bluetooth ‘magic box’ that can also connect to a mobile phone or computer, to play a person’s favourite music, stories, and other sounds.

HUG was developed by researchers at Cardiff Metropolitan University through 6 years of academic research involving people affected by dementia and their carers. HUG by LAUGH is partnered with Alzheimer’s Society and every HUG sold raises money for dementia research and innovation.

HUG was designed in collaboration with NHS healthcare professionals for use in busy hospital and care settings. It is machine washable and has a long-lasting battery life to reduce any downtime from charging. Full care instructions and advice on how to introduce HUG in a care setting can be found at the website.

“Using the HUG has been an effective way of helping our residents feel secure and loved, it has been amazing to see the smiles that a HUG can bring.”

Danny Langhorn, Sunrise Senior Living

User testimonials and research has shown that HUG can reduce anxiety and loneliness, and can even help to improve sleep quality. A Welsh Government funded study in a care home setting demonstrated significant increases in resident wellbeing, with 87% of those using HUG for 6 months showing a positive improvement. Further studies have shown that HUG can improve carer wellbeing and job satisfaction, and can make routine daily care activities easier. HUG has been available on prescription in the NHS, providing an alternative to medication.

Laughter, fun and playfulness are good for our health and wellbeing and especially important for those who find it difficult to get out and about. HUG can provide companionship, stimulate imagination, conversation…. and giggles! HUG is bringing joy and comfort to many people around the world, and has been tested in hospitals, care homes and by those affected by dementia living at home.

“Our mission at HUG by LAUGH Ltd. is for HUG to be available to help improve the lives of as many people as possible. Are you ready to bring HUG to your care setting? Visit us at Care Show stand O32 to try out HUG yourself, makeplace an order, or to discuss other ways to work with us. Find out more about how HUG is helping people living with dementia at our website: https://hug.world/”

Aidan Taylor, HUG by LAUGH ltd.

HUG was a Finalist and awarded highly commended in the 2025 Dementia Care Awards

Visit us at Care Show Stand O32