Hug by Laugh

  • Availability: In Stock

Helps with:

  • Stress and reassurance
  • Comfort

  • £125.00 with VAT relief

  • £150.00

Coronavirus update on delivery information.

Standard Delivery UK  up to £10 is £2.95

Standard Delivery UK over £10 is £4.95

Express Delivery is £9.95

Orders placed by 1.00pm will be despatched for the next working day. However our delivery couriers are unable to guarantee next day delivery at present so please allow two days for express delivery. All express deliveries will be delivered between the hours of 08.00 and 20.00. 

If you require a more urgent delivery service please call the team on 0300 124 0900 (local rate). Additional charges will apply.

HUG™ is a soft comforter designed to be cuddled. It has weighted limbs and a soft body that contains a simulated beating heart and music player that can be programmed to play a persons’ favourite music. Research has shown HUG can improve a person’s quality of life by reducing anxiety, agitation and enhancing social interaction.

Alzheimer’s Society has partnered with HUG by LAUGH® through the (Alzheimer’s Society) Accelerator Programme to ensure HUG gets to people who really need a cuddle.

The daughter of someone living with dementia said,

‘HUG is a comfort for Mum. Wherever Mum goes, HUG will go. There is a strong attachment and emotional bond.’

Chris who is living with dementia said,

‘I think a lot of people living with dementia don’t know how they’re feeling or why they’re feeling a particular way, and the comfort that the HUG doll will bring people in those situations is just really calming, a soothing effect, and it makes you feel loved.’

Key features

Weight 1.6 kg

Dimensions 45 × 35 × 16 cm

How it works

Find out more about HUG 

Care home packs with free training are also available directly from HUG.

What’s included?

The HUG will come complete with:

  • It’s own electronics unit, programmed with a heartbeat and ready for you to add your own music
  • A charging plug & cable
  • A mesh washing bag
  • A canvas bag that can be personalised, to keep everything together

What people say

Our products are tested and reviewed by people living with dementia and their carers to make sure they are fit for purpose. We use the feedback to decide which products to stock and to help with the information and advice we give. 

The feedback also forms the basis of a regular consumer panel article in our Dementia together magazine which may help you to decide if the product is suitable for you. 

We encourage customers to review our products so if you decide to make a purchase we would be very pleased if you could add a review.

Is it right for you?

To help you decide if this is the right product for you please read our advice on choosing the right products to help people living with dementia.


Write a review

Fifth letter of magazine?

A number of our daily living aids products are eligible for VAT relief for people who are living with dementia, carers or people considered chronically sick or disabled. To help identify these products we have clearly labelled them on our website and catalogues.


What products are eligible for VAT relief?

For a product to be eligible for VAT relief they need to be designed and manufactured solely to help people with disabilities. The HMRC states that "equipment that has been designed solely for people with a disability, chronic or terminal illness or on the adaptation of equipment so they can use it can be VAT exempt".

If you are unsure if a product is eligible for VAT relief please call our team on 03001240900 (freephone).

Please note Postage is not VAT exempt, and the VAT Relief will be removed from the individual items.

Who is eligible?

If you are not sure whether you are eligible for VAT exemption please read Notice 701-7 VAT relief for disabled people or call HMRC’s advice line on 0300 200 3700. Please check eligibility as this is legally binding and there are penalties for false declaration.

Ordering online

When purchasing a product that qualifies for VAT exemption you will be asked to tick a box declaring that you or the person you are purchasing the item for are eligible for VAT relief. You will then be asked to give full name and the medical condition of the person who qualifies for VAT relief. Once this is completed you will be charged the VAT relief price.

Telephone orders

When placing a telephone order you will be asked to declare that you or the person you purchasing the item for are eligible for VAT relief.You will then be asked to give full name and the medical condition of the person who qualifies for VAT relief.

Mail Order

When ordering by post you will need to sign ans state your disability on the order form on page. If you are buying on behalf of someone who is eligible you will be asked for the name of this person.

Important Information


Alzheimer’s Society online shop is required to keep a record of all customers who have qualified for VAT relief, their names, addresses, and qualifying medical condition and present this information to HRMC if requested.


Please note that it is an offence to falsely claim that you or the person you are buying for is eligible for VAT Relief.

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