Chelsea Stevens on the origins – and future – of Zuru’s weighted plush brand Hug-A-Lumps

“The goal is to expand the range so there’s a character for everyone”: Chelsea Stevens, Senior Marketing Manager at Zuru, talks Hug-A-Lumps.

Chelsea, it’s great to connect. To kick us off, what sent you on a path into the toy industry? Was it always on the cards?
Coming from New Zealand, it wasn’t a path I ever imagined taking – the toy industry felt like a world away.

I started my career in beverages, so this was a completely unexpected journey. But as Zuru began to grow, I heard more about their story and was drawn to their innovation and entrepreneurial spirit. I knew I wanted to be part of that.

Once I joined, I quickly realised I’d found my place. I love that my role blends creativity and strategy, and I get to support everything from ideation through to execution – that end-to-end involvement is pretty unique, and I love it.

Let’s talk Hug-A-Lumps. How did the concept come about?
It was towards the tail end of COVID when we saw plush toys booming. People were craving comfort and plush really became part of that self-care culture. At the same time, mental health awareness was growing, and we noticed trends like weighted blankets taking off. On TikTok, people were even DIY-ing weighted plush.

That’s when we saw a real opportunity to fill a gap – creating a product that brought something new to the category, while offering peace and calm in a tangible way.

In terms of development, what steered how heavy you make the plush? Is there a science to how heavy they need to be to have that comforting effect?
There was definitely a lot of trial and error! We tested different weights through prototypes, handing them out to both kids and adults. Once we landed on the right one, you could literally see the calming effect – it was so satisfying. The 1.5kg version ended up being the most ‘borrowed’ one in the office, which was a clear sign we’d nailed it!

Ha! And in terms of character design, these have a defined style with their poses and eyes. What were some key design decisions around this aspect of the product?
We designed Hug-A-Lumps to naturally reflect how people would interact with them – their lying-down, almost sleeping pose evokes calm and relaxation. We also leaned into softness in every detail, from their ultra-huggable shape to tactile design choices like the gentle material used for their eyes. It was all about creating a soothing, sensory experience.

Where could the brand go next? Licensed versions perhaps?
We’re deep in ideation right now, with lots of exciting launches in the pipeline. The goal is to expand the range so there’s a character for everyone – balancing trend-led designs with those timeless, evergreen favourites.

Our powerhouse licensing team is also working on some incredible collaborations, and I can’t wait to see them hit the market.

Exciting times. Before we wrap up, how would you define the creative culture at Zuru? And how do you personally fuel your creativity?
Zuru has this incredible creative energy! What I love most is how collaborative it is. Everyone has input, from marketing to sales to design, and that cross-functional approach fuels real innovation.

Personally, I find inspiration in everyday life – my morning walks through the park or on the beach with my dog, travelling, experiencing new cultures, and of course, social media – it’s amazing to see what others are enjoying and what sparks their curiosity!

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