Comfort and Joy

Did you know that one third of adults cuddle up to a teddy bear every night for emotional comfort – and research shows there are real health benefits? But is it really a surprise to know that cuddling something brings contentment? I still have two teddies from when I was an infant, as well as a collection of many more, including those I have sourced, over the years for clients to use as mascots and giveaways. Plush toys are consistently the most often redeemed item in loyalty programmes – no corporate collection is complete without one!
But our soft toys are not just corporate gifts or for children, they are also believed to have potential health benefits, according to Prof Bruce Hood of the University of Bristol, who has researched our attachment to childhood toys. (Source: The Guardian 2020). “It’s about having a sentimental attachment to things,” Hood says. “It’s completely normal for adults to continue to have these childish attachments.” He also doesn’t see any problem with us doing this, as “they provide emotional comfort.” Prof. Hood says, on the subject of why we hang on to our favourite bear, “My hunch is that it’s to do with sleeping practices. In western cultures, we tend to separate children from their parents after the first year – after which they sleep on their own, and self-soothe using blankets and soft toys. These become part of the sleep ritual.”

The Danes are credited with being the happiest nation on earth, their “hygge” manifesto includes lighting candles, sitting by a fireside with mulled wine and a small group of friends. Soft blankets and cosy clothing add to the sense of harmony and hygge has become quite the buzz-word for relaxation and contentment. Meik Wiking, from the Happiness Research Institute in Copenhagen admits that nostalgia is certainly part of feeling hygge when he quotes “the study ‘Nostalgia: Content, Triggers, Function’ in The Journal of Personal and Social Psychology – nostalgia produces positive feelings, reinforces our memories and sense of being loved and boosts self esteem.”

So, we needed no better reason to make one of our gift packages contain a super plush friend for you to cuddle up to. Get your own hygge on with a cosy night in with a steaming mug of cocoa, topped with marshmallows and a sleep mask to make sure nothing disturbs your dreams. Why not make your next promotional gift something that your clients or co-workers will want to hang on to. We may be in need of more comfort than usual this winter and a cuddly toy is certain to bring joy. Wishing you all you wish for yourself this New Year – and sweet dreams!

For more information on using toys and plush gifts as part of promotional advertising campaigns, call 0116 255 4336.


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