Relatable Expands Plush Portfolio With Sensory-Friendly Hugimals|JINHANFAIR DiscoverNEW

2026.06.16

Modern entertainment company Relatable, known for its line of games that tap into social trends, is expanding its wellness portfolio with the acquisition of Hugimals World, the viral weighted plush brand for adults and kids alike.

The acquisition, announced Tuesday, comes as the industry is experiencing a cultural shift towards comfort, nostalgia and play, as adults have become the fastest growing toy-buying demographic in the U.S., according to data from Circana.

Relatable has created a solid portfolio in the plush category, including Emotional Support Pals, Happy Helpers and Cozy Concepts Co. The addition of Hugimals furthers the company’s position in a category that is seeing a rise in consumer demand from all ages.

“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.

Hugimals was founded in 2022 by health and wellness journalist Marina Khidekel and in collaboration with therapists. The concept was meant to recreate the feeling of a hug, allowing consumers to ease anxieties and stress through weight distribution, sensory comfort and emotional support. Since its launch, Hugimals has been recognized by several organizations, including being named a two-time Toy of the Year finalist and listed as one of TIME’s Best Inventions.

“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,” Branson said. “We look forward to accelerating the brand’s growth while preserving the product experience, quality and community consumers already love.”

Khidekel will join the Relatable team as the head of innovation for Hugimals Brands where she will lead franchise expansion and long-term brand growth for the Hugimals universe.

“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.”