# Expressive Plush Toys Mood Bears Encourage All Ages to Talk About Their Feelings By Laura McQuarrie | Published 2025-10-10 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/mood-bears-sainsburys References: [toyworldmag](https://toyworldmag.co.uk/mood-bears-celebrate-arrival-in-sainsburys/) & [moodbears](https://moodbears.com/)  From Hopeful and Happy to Sad, [Mood Bears](https://www.trendhunter.com/trends/mood-bears) are [soft toys that express different feelings](https://www.trendhunter.com/trends/solobo-emotion-friends) and come with a pocket poem to help people of all ages put their feelings into words and talk about their emotions. Mood Bears are now available in Sainsbury’s stores nationwide. "Just as fruit and veg fuel our bodies, emotional check-ins fuel our minds," said Jo Proud, founder of Mood Bears, "By putting Mood Bears into Sainsbury’s, we’re making it easy for families to top up their [mental wellbeing](https://www.trendhunter.com/trends/dose-of-play) alongside the weekly shop. It’s a simple reminder that looking after our feelings should be as natural as filling the fridge." To celebrate World Mental Health Day, the brand is launching a competition with prizes, including a pair of tickets to Disneyland Paris or a £100 Sainsbury’s voucher. ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 77% | Activity: 72% | Freshness: 52% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### What's Driving This Trend - **Emotional Expression Toys:** Toys that allow children and adults to convey emotions open new dialogues about mental health, integrating therapy into everyday play. - **Retail Mental Well-being Initiatives:** Placing mental wellness products within everyday shopping environments subtly prioritizes emotional health as part of routine purchases. - **Interactive Poetry Products:** The integration of engaging poetry with toys can enrich emotional exploration and literacy in users of all ages. ### Who This Affects Most - **Mental Health Advocacy:** Advocating mental health through everyday consumer products broadens the support network for emotional well-being. - **Toy Manufacturing:** Manufacturers that innovate with emotionally expressive features in toys can capture a growing market focused on mental health awareness. - **Consumer Retail:** Retailers incorporating mental health products can position themselves as holistic lifestyle providers, embedding emotional support in the shopping experience. ## Related on Trend Hunter - [Poem-Sharing Plush Toys](https://www.trendhunter.com/trends/mood-bears.md) - [Emotional Exploration Plushes](https://www.trendhunter.com/trends/emotional-baggage-by-solobo-toys.md) - [Mental Health Plushies](https://www.trendhunter.com/trends/the-calmness-crew.md) - [Anxiety Relief Plush Toys](https://www.trendhunter.com/trends/worry-monster.md) - [Emotionally Expressive Plushes](https://www.trendhunter.com/trends/but-cute.md) - [Emotional Well-Being Dolls](https://www.trendhunter.com/trends/heartfuls.md) - [Warming Weighted Plushies](https://www.trendhunter.com/trends/heartwarming-hugs.md) - [Emotional Reconnection Plushes](https://www.trendhunter.com/trends/repair-bear.md) - [Emotive Plush Collectibles](https://www.trendhunter.com/trends/care-bears-caring-cuties.md)