From Dragons’ Den to Sainsbury’s Shelves: Meet the Mood Bears
Mood Bears, the emotional wellbeing brand that won the hearts and investment of all five Dragons on BBC’s Dragons’ Den, is now available in Sainsbury’s stores nationwide, just in time for the back-to-school season.
Traditionally known for uniform, stationery and lunchboxes, the addition of Mood Bears brings something new to the aisle, offering children and families accessible emotional support alongside the usual essentials.
Mood Bears are a collection of eight brightly coloured plush toys, each representing a core emotion: Hope, Calm, Happy, Sad, Angry, Love, Nervous and Silly.
Created from the lived experience of founder Jo Proud and supported by research, the brand offers an age-appropriate way to support emotional wellbeing at home, in school and in care settings. Every bear features a specially written poem stitched into its paw, designed to help children and adults identify, understand and talk about how they are feeling.
The Sainsbury’s launch adds to the brand’s growing retail footprint. Mood Bears are already stocked by Amazon, Argos and Asda, while a licensing deal with Igloo Books in April brought the Mood Bears story books to Amazon, Asda, Sainsbury’s and Waterstones. In addition, the appointment of Leona Burton as Brand Director and Natalie Trice Publicity as retained PR agency reflect the growth and evolution of the business.
Jo Proud, Founder of Mood Bears, says: “Securing shelf space in Sainsbury’s is a significant moment not only for the brand but for those who need accessible help. For families, it offers convenience and visibility, with emotional wellbeing tools available where they are already shopping. For children, it means having a comforting bear that can help them manage change, whether that is starting school, moving class or simply returning after the summer break without the stigma of needing support.”
The bears are gaining popularity not only with parents but also in schools, therapy practices and care settings. Backed by consumer research, the brand reports that 84% of parents observed improved emotional recognition in their children when using the bears, and 89% noted a reduction in anxiety.
Leona Burton, Brand Director at Mood Bears, adds: “This is about more than adding more toys to shelves or another soft toy to fill bedrooms, it is about giving parents the chance to make emotional wellbeing a fun but real part of everyday life. With Mood Bears now sitting alongside Sainsbury’s core seasonal range, they are not only timely back-to-school support but also a meaningful gift option as we head into the festive season.”
Jayne, a happy customer and parent, shares her experience: “The Nervous Mood Bear has transformed our mornings. My child now has the words to explain their emotions and the courage to walk into class with a smile. It has made such a simple but powerful difference to our daily routine.”
For more information, visit: www.moodbears.com and for high-resolution images, founder interviews, samples and prizes, available from Natalie Trice Publicity via natalietrice@natalietrice.co.uk
