We’re a nation of huggers and love nothing more than a good cuddle.

After months of social distancing and missed cuddles, in May 2021 AO launched Bear, our giant green teddy, to help the nation prepare for the return of hugs.

As the UK looked forward to easing restrictions, we knew how much people had missed hugging their loved ones. So, we introduced Bear: a cuddly symbol of comfort, connection, and cautious optimism. From London to Manchester, our giant green teddies popped up in public spaces with signs reading “Hugs Coming Soon”, reminding everyone that better days were just around the corner.

Our research at the time showed that:

• Nearly two-thirds of Brits missed physical contact during lockdown
• 46% described themselves as “huggers”
• And 1 in 3 said not being able to hug was one of the hardest parts of the pandemic

Bear was our way of helping people reconnect safely, warmly, and with a smile. And most importantly, never underestimate the power of a hug.

Watch out for updates on Bear’s channel.