Not just kids, adults find comfort in stuffed toys for better sleep and well-being
- December 18, 2024
- Ultra Team
The market for mental health-focused products in India is growing, with most customers in Tier 1 cities where awareness of self-care and mental health is higher.
Remember cuddling stuffed toys as kids and slipping into carefree sleep? Life was easy then; nothing to worry about other than homework and what to eat next. As adults, rising stress levels and responsibilities have made restful sleep harder to achieve. Dr Srishti Saha, consultant, mental health and behavioural sciences, Fortis Anandapur, Kolkata, links sleep disturbances to factors like fast-paced lifestyles, competition, and changing work cultures. “Most of us do not have fixed timings for our sleep. We tend to keep scrolling on our phones till we can fall asleep. Even our eating habits prior to bedtime have no fixed schedule,” she said.
According to Dr Saha, for some people, sleep problems stem from anxiety and overthinking. “During the day, external activity drowns out inner noise. At night, silence makes it harder to quiet the mind,” she said. This is where weighted stuffed toys, an upgraded version of childhood favourites, come in promising support and restful sleep in the din and chaos of daily life. Designed to offer comfort and improve sleep, these toys are gaining popularity among adults and children alike.
Brinda Agrawal, head, product development and marketing, Ultra Soft Toys, explained that unlike ordinary stuffed toys, weighted toys incorporate gentle weights, often filled with beads or similar materials, which create a calming effect when held. “These toys simulate the sensation of a comforting hug, promoting relaxation and reducing stress and anxiety, making them popular for children, teenagers, and even adults dealing with sensory challenges, insomnia, or general restlessness,” she said.
“Inspired by the success of weighted blankets, which are known to offer calming effects, these toys were designed to extend similar benefits in a more portable, child-friendly, and versatile format. They cater to individuals seeking a sense of grounding and reassurance, especially children and adults dealing with anxiety, autism, or sensory processing challenges,” said Pragati Tripathi, COO, Flourish.
Content marketer Abha Ahad shared that she first came first across these toys on Instagram reels. “I thought it was a cute idea and ordered one. The biggest benefit I had from using them is a sense of belonging,” she said. Having used an elephant plushie for 2.5 years, Ahad said that it makes her feel less alone, and she has grown to become dependent on it now. She also mentioned that it makes her calm and has helped her sleep better but she hasn’t “really quantified that”.
How do they work?
According to Vansh Taneja, founder of Warmhlee, these toys leverage deep pressure therapy to calm the nervous system, reduce stress hormones, and boost serotonin and dopamine levels. They remind users of childhood, evoking a sense of safety and grounding.
“Most weighted toys have weights in a normal soft toy’s arms, tummy, and legs, so when you put them on your chest, the weight of it helps calm you down, or acts like a hug. Hugs have benefits; they help release oxytocin, the happy hormone. Cuddling and hugging also lower cortisol levels, the stress hormone,” he said.
According to Dr Saha, “Weighted stuff toys work on the principle of deep pressure stimulation or deep touch pressure. As human beings, we react deeply to certain forms of touch and bodily contact. Weighted stuff produces similar sensations as felt when receiving a tight hug from a loved one, or as felt by a baby being swaddled in a blanket.”
The rising demand
According to Agarwal, the demand for weighted stuffed toys has grown globally, fueled by increased awareness of mental health and wellness. “Indian parents, especially in urban centers, are increasingly investing in products that offer developmental and emotional benefits for their children. For adults, these toys are also being appreciated as tools to unwind in a fast-paced lifestyle,” she said.
Tier 1 cities are leading this trend in India as per Taneja. On talking to several customers, Taneja said they realised, “Most of our customers use this for gifting as it can be a thoughtful and cute option they give to their partners, family members, and loved ones who are experiencing anxiety and depression.” As one of the few brands in this space, they are working to normalise the idea of prioritising mental health and self-care.
However, Dr Saha cautioned against viewing these toys as treatments for chronic anxiety, emphasising the need for psychotherapy for deeper issues. “Most of us today are looking for shortcuts or quick fixes to all our problems. For people suffering from occasional stress or sleep problems, weighted stuff toys may provide some soothing of their unrest. But, for more deep rooted or chronic mental health problems, a longer term solution by way of psychotherapy may be required to address the underlying issues,” she said.
