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Psychology behind Plushies (Make your Brand Sticky)

Updated: Mar 24


Imagine your brand character living inside the homes of your best customers… Especially in the increasingly competitive space of branding, few brands have managed to stand out. And, they have delicately employed the tactic of plushies for visibility that serves as a constant reminder. In the very literal sense, companies and organizations use customized plushies as an effective tool to build a sticky branding.


Yes, it is 2022, where the world is increasingly digitalised. And arguably, this makes plushies stand out even more. It is our innate human nature that recognise plushies as ‘comfort objects’ and they do help our mental health. We are wired that way and it will remain true, even with the launch of the next iPhone or PlayStation.


Studies have shown that plushies aid people with disorganized attachment styles to develop secure attachments to live richer and happier lives. Plushies are also recommended in psychotherapy for people suffering from PTSD, bipolar or to simply attain a better mental health balance. And, we have done so for iamellie.sg.



A plush is a powerful gift and brands that speak of providing a peace of mind or mindfulness use them. After all, the human brain remembers who accompanied them through a difficult time more vividly. It sticks.


It often begins with a plush (brand character) and that same physical character is then seen on advertisements, newsletters and even a sticker set that can be downloaded and tossed around in their daily chat apps. Brands would deliberately plot out the specific moments they wish to connect with their audience and then promote their service or product.


Another study revealed that plushies do help children develop their soft skills through ‘pretend play’. Amarilis Whilly, from Mattel Inc, shared that their research shows ‘new evidence that doll play activates brain regions that allow children to develop empathy and social information processing skills, even when playing by themselves’.


Successful brands use this understanding to design custom plushies then gift or sell them to parents to be used in cultivating soft skills for their children. The parents' teaching objectives are met and companies are remembered in the process. It is a win-win.


Wherever the child goes, your plush tags along - even to a family holiday half way around the continent. Over time, a plush owner will develop a sense of attachment to your plush and some brands skillfully tap on those nostalgic childhood emotions and build them into products, like the collaboration between Mickey Mouse and Gucci!


Want a sticky branding? Build characters, play with customized plushies and stickers. We’d love to explore with you, chat with us - sanee@mascotenterprise.com.sg.