The brand-new Hug-A-Lumps line features eight unique weighted plush animal characters each designed to ease anxieties, help to calm and focus and promote relaxation.

Driving a new plush sub-category, Zuru has launched the brand-new Hug-A-Lumps weighted plush. Combining the comfort of a weighted blanket with the emotional connection forged by a soft toy, the Hug-A-Lumps plushies are designed to ease anxieties, help to calm and focus and promote relaxation.

Launching with a range of eight characters, with a sub-£20 recommended price point, each Hug-A-Lumps plushie weighs 1.5kg and is made from super-soft velour, complete with tactile features for added sensory benefits.

“Our focus has always been to create toys that are meaningful and enrich play as well as being fun,” said Will Collinson, Zuru general manager UK & Ireland. “This, teamed with heightened awareness around childhood anxiety and neurodiverse conditions, has inspired the new range to offer a comforting companion with a cosy weighted hug.”

Will added: ”While Hug-A-Lumps are targeted at a core primary age demographic, we’re seeing real demand amongst all ages looking for quality, weighted plush that is readily available at an affordable price point. Insights suggest that the teen and kidult markets can benefit, especially during study or periods of exam stress, and Hug-A-Lumps can even help with concentration during the working day, giving life to the brand beyond the traditional toy space.

“We have some stellar plush brands within our portfolio. These include the award-winning Rainbocorns and the UK’s No.1 new property, Snackles (Circana March 2024: YTD), so our sights are set high for Hug-A-Lumps, with a long-term strategy to it becoming an established evergreen IP.”

Suitable for ages 3+, the Hug-A-Lumps character collection includes Dino, Duck, Pug, Kitten, Crocodile, Sloth, Goose and Bunny.

For sales enquiries, please contact sales@zuru.com.