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