HUG by LAUGH™ is a sensory product designed to bring pleasure and comfort to people living with dementia. HUG is designed to be cuddled and has a beating heart within its soft body. HUG can play music that can be easily changed to a favourite playlist. HUG™ has been developed as a result of five years of academic research at Cardiff Metropolitan University. Knowledge gained from the LAUGH (2015-18) and LAUGH EMPOWERED (2018-20) projects have helped us to create, develop and evaluate HUG™. We have collaborated with people living with dementia and their families as well as professional carers, to create and evaluate the HUG™ design. We have worked closely with over 70 organisations, including Alzheimer’s Society and the NHS, to develop HUG™ as an award-winning product. This helps ensure HUG™ is appropriate, useful and safe to use at home, in residential care and in hospital.