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.

HUGs available to buy on our Crowdfunder

You can now pre-order a first-edition HUG, or donate towards sponsoring one for someone who desperately needs one, via our Crowdfunder campaign – see link below.


HUG wins 2 Tech4Good awards!

Hooray for HUG! Thanks to your support, HUG won both the People’s Award and the Winner of Winners Award for #Tech4Good 2020! The People’s Award was sponsored by Crowdfunder and was won due to the campaign and the overwhelming support from our Crowdfunder supporters. From all of the HUG team, a huge thank you for your support and lovely comments. We are thrilled!

As a big thank you, and in order for HUG to reach as many people as possible, Crowdfunder have allowed us to reopen the rewards from the campaign – so there’s still an opportunity to donate, be an Early Adopter and pre-order HUG at a discounted price! If you’ve already donated or bought a HUG, we would appreciate it if you could share and tell all your family, friends and colleagues to see if we can hit our new £20,000 stretch target.


BBC film about HUG

HUG® has been the feature of a short film, produced by the BBC. Reporter Colette Hume has been following the development of HUG® over the last few months, from production of 40 HUGs® by a self-reliant sewing group in Port Talbot, to the trial of 20 HUGs® with residents at Sunrise of Cardiff. The film shares this journey and the story of Margaret, a resident of Sunrise of Cardiff, and her daughter Alison.


HUG features in Advances Magazine, published by Welsh Government. Read the full article here.

HUG® has been informed by many years of design research at Cardiff Metropolitan University, led by Professor Cathy Treadaway. This research, called the LAUGH project, is published internationally and is considered world leading in the field of design for advanced dementia (see www.laughproject.info/publications).

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 and the CARIAD research group. The company is founded on eight years of 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 developed by Prof Treadaway.

Dr Jac Fennell

Managing Director

Jac is a Product Designer 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 consultant for IDEO and MIT MediaLab.

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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.

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Aidan Taylor

Techincal 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 community arts initiatives.

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