Teddies find new homes through Re.Hugged, a soft toy adoption agency, where characters are imagined and companions are shared with someone special.
We live in a time of plenty and convenience, where whatever we want is available in seconds. Supermarket shelves offer a bewildering number of choices, and as soon as something gets even a little careworn, it’s easily replaced. But aren’t we losing something amidst this quest for the new and the perfect?
Nadia Kolia thinks so – which is one of the reasons she asked Anusha Lalloo to join her in establishing Re.Hugged, – a ‘soft toy adoption agency’.
Nadia’s love affair with “treasures”, as she calls them, began after her marriage ended abruptly. “Suddenly, my son and I found ourselves living in a small apartment which I couldn’t afford to furnish unless I bought secondhand goods,” she recalls. Back then, thrifting didn’t have the cachet it carries today: far from envying the gem you’d managed to excavate, people looked down upon pre-owned goods. “I didn’t care, though. Over time, I came to see things very differently. Everything I bought was unique; it wasn’t plucked from a shelf where there were plenty more to choose from. And many had a story behind them.”
Nadia laughs when she describes herself as fanciful, acknowledging that it was this quality that led her to consider creating a business out of refurbishing and selling pre-loved toys. However, if there is one person who shares these whimsical notions, it’s Anusha.
The two know each other from social circles – both have been involved in the food and wine industry, and had known each other for some time when Nadia invited Anusha for a coffee catch-up. “Nadia told me not to laugh, but she had this crazy idea she thought I might be interested in,” Anusha says.
Far from laughing, Anusha immediately saw the idea’s potential. “I had actually just been through a particularly gruelling cancer treatment that had left me incredibly weak,” she says – so weak that, although she had resigned from her corporate job shortly before her diagnosis, she had been unable to pursue her dream of entrepreneurship. She had recovered by the time she met Nadia, though, and was trying to find a channel where she could pour her energies. “I loved the idea of helping these teddies find new homes, because I have always loved teddy bears. When I had to give my own teddy bears away, it broke my heart.
As a child, they were more than toys; they were keepers of secrets and quiet witnesses to growing up. I would have loved it if my teddy bears could have told my stories and gone on to someone else who could connect to my story. The thought of giving them a second life, and a second person to comfort, felt incredibly meaningful.”
That, she continues, is exactly what the Re.Hugged characters are all about: “We’d love our toys to teach children empathy, gratitude and responsibility; values that resonate deeply in today’s world.
They’re also about sharing a hug when it’s needed. “These toys aren’t for kids exclusively,” says Nadia. Maybe you have a friend who has had some bad news, or maybe they’ve had good news – whether it’s a new job, a big move, or simply a tumultuous time, their Re.Hugged character is there as a companion.”
The rarity of each character speaks to this philosophy … each toy is carefully vetted before being added to the Re.Hugged collection (and cleaned with an eco-friendly detergent, before being steamed and then carefully packaged), so while you might find Russ collectibles or other noteworthy toys, the collection will never include a mass-produced teddy, a mainstream character or something you’d find at your local supermarket. “The idea is that each is special and unique, and that you are able to browse before finding one that resonates with you especially … maybe because they remind you of someone,” Anusha says.
Each character has a lovingly crafted backstory, dreamed up by Ausha and Nadia, that adds to their relatability. For instance, Harriot is a warm-hearted hedgehog who loves bringing people together over tea and cake, while Pieter (who loves Smarties and naartjies) has a penchant for falling asleep on long car drives. Although each personality is very different, they all share one thing in common: all Re.Hugged characters are rooted in kindness, because that’s a value that Nadia and Anusha think we need more of in this world.
Their clients seem to agree. While Something Special, a gift shop located at the recently opened Nine Yards, was amongst the first to stock these special characters, the duo has recently been asked to provide soft toys to a hotel group, which plans to use them to spoil VIP guests.
And Nadia and Anusha are looking for more ways to spread a hug. One of their most recent ideas is the launch of Re.Hugged parties, where children are invited to select a Re.Hugged character to take home. It’s a more meaningful, environmentally friendly take on the party pack, providing an alternative to the sugar-high snacks and landfill-bound trinkets that are usually standard.
“Ultimately, these little bears have a big message … at a time when we have access to so much, and we all have busy lives, they take us back to appreciating the small things,” Nadia says.
Nadia and Anusha’s tips on how to support the circular economy
• Remember that second-hand isn’t second best. It’s the smarter choice.
• Repair and fix before replacing.
• Support brands that reuse and refill.
• Swap, share or rent before buying: it’s about access over ownership.
• Look out for thrift markets, like Hooked on Thrift, that take place in your local community.
Follow @re.hugged on Insta, or email rehugged@gmail.com for more information.
Article by Lisa Witepski and image by Megan Brett.
