Mood Bears

What Mood Bears does

Mood Bears is a UK-based consumer brand, operated by TOMY UK Co., Ltd. (registered company 01634124) out of Exeter, that designs and sells plush teddy bears representing eight specific emotions (Happy, Hope, Calm, Nervous, Love, Silly, Angry, Sad). Each bear is built around three core design pillars: a colour psychology-inspired palette, character-specific facial and body expressions, and a thematic poem tucked into a pocket, with bears available in both large and mini sizes. The product line is sold primarily direct-to-consumer through a Shopify storefront at moodbears.com, with multi-currency pricing across 25+ countries, and supplemented by bundle SKUs (Large Mood Bear Bundle, Mini Mood Bears Bundle, Fostering Hope Bundle) and a charitable Sponsor a Bear programme ($27 per bear, donated to children in hospitals).

The company pursues a hybrid B2C/B2B go-to-market. B2C channels centre on the e-commerce site, social media (Instagram, Facebook), email, and a Brand Ambassador Program that recruits parenting and education advocates. B2B channels include Mood Bears in Education — a structured school programme featuring all eight bears plus curriculum resources aligned with CASEL and UK statutory RSHE guidance — and partnerships into paediatric hospitals, fostering agencies (notably Fostering South West), care homes, and workplace wellness initiatives. Pricing is unit-based, ranging from $15 for individual bears to $108 for a five-bear large bundle.

Mood Bears is privately held and operates as part of the TOMY toy conglomerate. The brand was founded by Joanna Proud, who secured backing from all five Dragons on BBC's Dragons' Den — Deborah Meaden, Peter Jones, Sara Davies, Steven Bartlett, and Touker Suleyman — providing national UK brand recognition. A 2024 study with over 40 UK families reported an 84% parent recommendation rate. Revenue, headcount, and post-investment valuation are not publicly disclosed.

Name

Mood Bears

Legal name

TOMY UK Co., Ltd.

Website

https://moodbears.com

Company type

Private

Operating status

Operating

Short description

Mood Bears is a UK-based TOMY-owned DTC brand that sells plush teddy bears representing eight emotions (Happy, Hope, Calm, Nervous, Love, Silly, Angry, Sad), serving parents, schools, hospitals, fostering agencies, care homes, and workplaces. It also offers a structured Mood Bears in Education programme and a charitable Sponsor a Bear initiative.

Ownership category

akta.pro rank

Product category

Emotional Wellness Plush Toys

NAICS

Doll, Toy, and Game Manufacturing (339930)

SIC

Dolls & Stuffed Toys (3942)

akta.pro primary industry

Dolls, Plush & Action Figures Retail (CRALAFAD)

akta.pro secondary industry

Recreation Therapy, Stress Management & Mindfulness Programs (EDALAFAO)

Keywords

• Emotional literacy toys
• Plush emotion bears
• Children's mental wellness
• Therapeutic comfort plush
• Educational teddy bears

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer sales of plush Mood Bears and bundles through the moodbears.com Shopify storefront. Products are sold as one-time purchases at various price points for individual bears and bundles. The company sells internationally across multiple currencies.
2. Sponsor a Bear: Customers can sponsor a Mood Bear, and for each bear sponsored, one is donated directly to a child in need at a local hospital. This is a charitable commerce model combining product purchase with donation.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Mood Bears designs, manufactures, and sells a collection of plush teddy bears, each representing a specific emotion (Happy, Hope, Calm, Nervous, Love, Silly, Angry, Sad), using colour psychology and accompanying poems to support emotional literacy and wellbeing in children and adults. The company also runs "Mood Bears in Education," a structured programme for schools and organisations, and offers bundles, fostering packages, and a "Sponsor a Bear" charitable initiative.

Product overview

Mood Bears is a portfolio of plush teddy bears representing different emotions, each designed with colour psychology to help children and adults understand, express, and manage feelings. The core product line consists of 8 individual bears (Happy, Hope, Calm, Nervous, Love, Silly, Angry, Sad), each available in large and mini sizes. Products are sold individually, in bundles (Large Mood Bear Bundle, Mini Mood Bears Bundle), and as themed bundles (Fostering Hope Bundle). The company also operates a social impact programme (Sponsor a Bear) that donates bears to children in hospitals, and offers Mood Bears in Education - a structured school programme featuring all 8 physical bears plus downloadable curriculum resources aligned with the CASEL framework for emotional literacy instruction from EYFS to Year 6. As part of the TOMY family, Mood Bears is backed by Dragons' Den investors and focuses on mental well-being across homes, schools, care homes, and hospitals.

Differentiator

Problem solved

Functional benefit

Products and services

• Happy Bear A plush teddy bear representing the emotion "Happy," designed using colour psychology and an accompanying poem to help children and adults identify, express, and celebrate happiness.
• Hope Bear A plush teddy bear representing the emotion "Hope," designed to help children and adults explore the feeling of hope through colour psychology and an integrated poem.
• Calm Bear A plush teddy bear representing the emotion "Calm," designed using colour psychology and a calming poem to support self-soothing and relaxation in children and adults.
• Nervous Bear A plush teddy bear representing the emotion "Nervous," designed using colour psychology and an accompanying poem to help children and adults recognise and manage feelings of anxiety and nervousness.
• Love Bear A plush teddy bear representing the emotion "Love," designed using colour psychology and an accompanying poem to help children and adults explore and express feelings of love and connection.
• Silly Bear A plush teddy bear representing the emotion "Silly," designed using colour psychology and an accompanying poem to help children and adults embrace playfulness and joy.
• Angry Bear A plush teddy bear representing the emotion "Angry," designed using colour psychology and an accompanying poem to help children and adults recognise, express, and channel feelings of anger constructively.
• Sad Bear A plush teddy bear representing the emotion "Sad," designed using colour psychology and an accompanying poem to help children and adults identify and process feelings of sadness.
• Large Mood Bear Bundle A multi-pack of all eight large Mood Bears offered at a discounted bundle price, intended for parents, families, schools, and organisations seeking the complete collection.
• Mini Mood Bears Bundle A mini-sized bundle of all eight Mood Bears, offered as a complete set for those seeking the full emotional range at a smaller scale.
• Fostering Hope Bundle A curated bundle of Mood Bears packaged specifically for foster carers and looked-after children, supporting emotional wellbeing in fostering contexts.
• Sponsor a Bear A charitable programme allowing customers to donate Mood Bears to children in need, including those in hospitals, care homes, and foster care.
• Mood Bears in Education A structured educational programme for schools, SEN settings, hospitals, care homes, and workplaces, providing Mood Bears alongside lesson plans, activities, and resources aligned with CASEL and the UK RSHE curriculum to support emotional literacy.

Quantifiable outcome

• 84% of parents recommend Mood Bears (2024 study with 40+ UK families)
• +3 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core, major and minor.

• TOMY (TOMY Company Limited)coreStrategic or Co-development PartnerMood Bears is part of the TOMY family, operating as a TOMY group company. TOMY UK Co., Ltd. (registered company no. 01634124) owns and operates the Mood Bears brand, providing corporate infrastructure, distribution, and brand backing.
• Fostering South WestmajorStrategic or Co-development PartnerMood Bears partners with Fostering South West, an organisation dedicated to creating safe and supportive environments for children in foster care. The partnership has resulted in hundreds of Mood Bears being donated to children in foster care, plus joint emotional well-being workshops for carers and children, and participation in fostering community events.
• Lucy Coy (HeadteacherChat)minorStrategic or Co-development PartnerLucy Coy, Co-Founder of HeadteacherChat and NASENCO-qualified specialist, has publicly endorsed Mood Bears in Education, praising the resources for their quality and alignment with emotional literacy objectives in schools.
• Mood Bears Brand AmbassadorsminorGTM or Marketing PartnerMood Bears Brand Ambassadors are individuals who represent the brand in online and offline communities, sharing creative use cases and inspiring families. They receive exclusive perks, early access to products, and special discounts for their followers.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• TOMY: Japanese global toy conglomerate and parent company of Mood Bears. Comparable as the corporate parent providing distribution, manufacturing, and balance-sheet support across the same toy category.

Others

• Smyths Toys: Major UK and European toy retail chain. Comparable as a primary UK distribution channel for plush toys and a likely future retail partner for Mood Bears.
• Béa-Petit (Baby Sensory / Toddler Sense): UK-based early-years sensory and developmental programme franchise for babies and toddlers. Comparable as an adjacent early-years educational/wellness programme that monetises via parent-paid classes plus branded merchandise — a potential partnership template for Mood Bears in Education.

Direct peers

• Jellycat: London-based premium plush toy brand selling soft, character-led stuffed animals globally. Most direct comparable in product format, premium gifting positioning, and UK-based D2C and wholesale distribution.
• Squishmallows (Jazwares): Mass-market collectible plush brand built on a roster of named characters with distinct personalities. Comparable as a character-driven plush franchise competing for the same parent-and-child gifting occasion.
• Build-A-Bear Workshop: Global plush retailer specialising in customisable stuffed animals and emotional/experiential gifting. Comparable business model combining character IP with emotional purchase occasions and educational partnerships.
• Gund (Spin Master): Heritage plush toy manufacturer with a large character portfolio, owned by Spin Master. Comparable as a multi-character plush brand distributed through major retailers worldwide.
• Aurora World: Global plush toy manufacturer producing character and lifestyle stuffed animals across price tiers. Comparable as a multi-SKU plush portfolio supplier to retail and gift channels.

Emerging players

• Tonies: Character-based audio play system for children built around named content figures. Comparable as a character-IP-led children's product with parent and education channel potential, though delivered via digital audio rather than plush.
• P.Louise Makeup Academy: Listed for adjacency only — large UK-founded children's and family consumer brand that scaled internationally via social-media-led DTC. Comparable as a benchmark for the scale and international DTC trajectory a UK-founded, founder-led children's brand can achieve.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/moodbears
• Facebookfacebook.com/moodbears
• Xx.com/moodbears

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mood Bears