Relatable acquires Hugimals World

Relatable has acquired weighted plush brand Hugimals World.

Hugimals World joins a plush portfolio at Relatable that also includes Emotional Support Pals, Happy Helpers and Cozy Concepts Co.

“Relatable has built a strong position in plush and comfort-focused consumer products, and Hugimals represents an opportunity to expand into an identified white space at the intersection of emotional wellness, comfort and everyday play,” said Karen Branson, Chief Commercial Officer at Relatable.

“From our earliest conversations with the Hugimals team, there was clear alignment in how our brands approach emotional connection and thoughtful product design. We see significant potential for Hugimals to drive incremental growth by reaching consumers seeking products that deliver both comfort and calm on demand, while expanding the category in a meaningful way. We look forward to accelerating the brand’s growth while preserving the product experience, quality and community consumers already love.”

Hugimals World was founded in 2022 by health and wellness journalist Marina Khidekel. The products were created in collaboration with therapists and designed to recreate the feeling of a real hug, helping consumers ease stress and anxiety through strategically distributed weight, sensory comfort and emotional support.

Khidekel will join Relatable as Head of Innovation, Hugimals Brands, where she will lead innovation, franchise expansion, and long-term brand growth across the Hugimals universe and beyond.

“Relatable understands something central to Hugimals World’s mission and to why the brand has resonated so strongly: we don’t grow out of needing comfort, softness, and play, regardless of our age,” said Khidekel.

“Relatable has the scale, expertise, and brand-building capabilities to help Hugimals reach its next stage of growth, and I’m excited to join forces with this talented team to expand our reach and impact. At a time when so many people are feeling overwhelmed, disconnected, and stressed, this opportunity to bring more comfort, emotional support, connection and joy to people of all ages feels especially meaningful.”

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