DESIGNED TO BRING COMFORT AND JOY  TO PEOPLE LIVING WITH DEMENTIA DESIGNED TO BRING COMFORT AND JOY  TO PEOPLE LIVING WITH DEMENTIA
DESIGNED TO BRING COMFORT AND JOY TO PEOPLE LIVING WITH DEMENTIA
HUG™ is a sensory product designed to be cuddled. It has a beating heart within its soft body and can play music from a favourite playlist.
DESIGNED TO BRING COMFORT AND JOY TO PEOPLE LIVING WITH DEMENTIA
HUG™ is a sensory product designed to be cuddled. It has a beating heart within its soft body and can play music from a favourite playlist.

BBC film about HUG

HUG™ has been the feature of a short film, produced by the BBC. Reporter Colette Hume followed the development of HUG and shares the story of Margaret, a resident of Sunrise of Cardiff, and her daughter Alison.

Sponsor a HUG and care home packs with training are also available.

HUG partnership with Alzheimer’s Society

We are delighted to announce our official partnership with Alzheimer’s Society, to ensure HUGs get to the people living with dementia who really need them. We are one of three partners that will be helped via their Accelerator programme, which aims to foster innovative ideas to improve the lives of people affected by dementia. Thank you Alzheimer’s Society!

As part of our partnership we’re delighted to say that a percentage from the sales of HUG goes to the Alzheimer’s Society.

Sponsor a HUG and care home packs with training are also available.

Everyone needs a cuddle from time to time – it’s just a simple thing but can make such a big difference to a day.

HUG has been developed from university research by design researchers, engineers and health professionals, working directly with people affected by dementia and their carers. In our evaluation study, we found that HUG improved the quality of life for 87% of the people who used HUG for six months. HUG has been shown to help reduce anxiety, encourage conversation and provide comfort… We’d like to think HUG helps a person feel a little more loved!

Sponsor a HUG and care home packs with training are also available.

Meet the team

HUG by LAUGH ltd. is a spin out company from Cardiff Metropolitan University. The founding members are researchers from the LAUGH project. The company is founded on eight years for design research led by Prof Treadaway which is published internationally and is considered world leading in the field of design for advanced dementia. Our value is not only in the HUG product that we have developed, but also the underpinning research and Compassionate Design approach.

Dr Jac Fennell

Managing Director

Jac is a Product Designers and Researcher. She is a graduate of the Royal College of Art and gained real-world industry experience working in the R&D labs for Hewlett-Packard and Philips, and as a design researcher for IDEO and MIT MediaLab.

Prof Cathy Treadaway

Research Director

Cathy is Professor at Cardiff Metropolitan University and lead investigator for the LAUGH research. Prior to her return to academia in 2003, she ran a successful design consultancy for 17 years selling work globally.

Aidan Taylor

Technical Director

Aidan has a background in creative practice and electronics, and has worked in product development, technical manufacturing and production at Model Electronics. He has a long affiliation with 'Maker Movement' and arts initiatives.