ZURU has introduced its latest plush toy, Hug-a-Lumps, to the South African market. These plush companions come in the form of eight adorable characters, each weighing 1.5 kilograms and made from super soft velour plush. Combining the comforting properties of a weighted blanket with the emotional connection of a plush toy, Hug-a-Lumps are designed to ease anxiety, promote relaxation, and provide a sense of calm.

A Range of Cute and Comforting Companions

The Hug-a-Lumps range features eight unique characters, each equipped with tactile features that add sensory benefits. The collection includes Dino, Duck, Pug, Kitten, Crocodile, Sloth, Goose, and Bunny. These weighted plush toys are suitable for ages 3 and up, making them a great choice for kids and adults alike.

“We’re excited to bring the next big plush trend to South Africa, inspired by heightened awareness around childhood anxiety and neurodiverse conditions,” says Glenn Ambrose, Country Manager at ZURU. “Globally, we are seeing a growing demand among all ages looking for a quality, weighted plush toy at an affordable price point. Our latest insights show a significant benefit for teens during exams and even helping adults with concentration during the workday.”

Benefits of Weighted Plush Toys

The popularity of weighted plush toys has soared globally, reaching levels comparable to weighted blankets. The Hug-a-Lumps plushies not only offer the emotional support of a cuddly toy but also the calming effect of a big hug. Their design aims to reduce stress and anxiety while promoting focus, relaxation, and better sleep.

According to Ambrose, the gentle pressure provided by the heaviness of these toys mimics the sensation of being hugged or swaddled, which can have a soothing effect, reducing feelings of anxiety or stress. This pressure triggers a physiological response, releasing dopamine and serotonin—the body’s natural "feel-good" chemicals—that increase feelings of happiness and security.

“Recent studies have shown that when a child hugs their plush toy, they experience the same sensation as hugging a parent, releasing oxytocin, the hormone associated with bonding and stress relief,” Ambrose explains. “These self-soothing techniques provide a physiological response that aids in a child feeling calmer and more secure.”

Supporting Sleep and Sensory Regulation

Weighted plush toys like Hug-a-Lumps can also help regulate sensory experiences, providing a calming effect that soothes the nervous system and improves sleep quality through deep touch pressure stimulation. This technique, known as deep pressure therapy, is commonly used to ease the symptoms of anxiety and sensory processing disorders.

“Weighted toys leverage the principles of deep pressure therapy, a technique that has been found to have calming effects on the nervous system, stimulating relaxation and even aiding in better sleep,” concludes Ambrose.

Availability and Pricing

The Hug-a-Lumps range is now available at leading toy retailers across South Africa at a recommended selling price (RSP) of R649 each. For more information, visit www.zuru.com.

About ZURU

ZURU is a global leader in the toy industry, renowned for its innovative and high-quality products. With a commitment to creativity, sustainability, and social responsibility, ZURU continues to revolutionise the way children play and learn.

For more information, visit: www.zuru.com.

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