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Helps with:
  • Stress and reassurance
  • Comfort

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

Size: 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:

  • its own electronics unit, programmed with a heartbeat and ready for you to add your own music
  • a charging plug and 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.


Your order will be processed promptly and we expect to deliver in three to five working days, however some products are despatched directly from the supplier and may take longer to arrive so please allow up to 14 days for standard delivery.

You can see full details of our delivery options here.


If a product is unsuitable or you’re unhappy we offer a 28-day hassle-free return policy for any product purchased from our website. We will immediately replace the goods or refund your money, whichever you prefer. All we ask is that the product is returned as delivered. Postage costs will not be refunded.

You can see full details of our refund policy here.

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