28 per cent of adult men still sleep with a cuddly toy, claims Time4Sleep survey

The survey asked 1,000 Brits whether they still owned their childhood cuddly toy.
Publish date:
Social count:

28 per cent of adult men still sleep with their childhood cuddly toy, according to a survey from online bed retailer Time4Sleep.

The survey of 1,000 Brits also found that 51 per cent of adult men still own their favourite childhood cuddly toy while 30 per cent of adults surveyed had never owned a plush toy. 

Reasons behind not letting go of the stuffed toys included nostalgia, comfort and that they act as a sleeping aid.

“I know it’s a bit daft that I still sleep with a teddy bear but I find it really comforting," said Wesley Greenhalgh (aged 31), who took part in the study.

"He was actually given to me by my son (who is only five himself) to replace my bear that I lost from childhood, so he is special to me. My girlfriend was a bit surprised when she first found out she would be sharing a bed with not just me but also a cuddly lion, but she soon got used to it. I work night shifts sometimes so it’s nice to have a companion when I need to sleep during the day.”

Wesley's girlfriend, Amy, added: “It was a bit of a shock to find my boyfriend still sleeps with a teddy bear but when I heard the story behind it, I thought it was actually really lovely and showed me what a softie he really is. I do wind him up about it occasionally but he takes it very well."

Those in Southampton were most likely to still be clinging on to their bear (65 per cent) followed by Leeds (62 per cent), Newcastle (52 per cent), Nottingham (49 per cent) and Norwich (46 per cent).

“It’s surprising that more than half of men still own their childhood cuddly toy but it’s nice to discover that so many feel nostalgic about their teddy bears and that people simply can’t bear to part with them," said Jonathan Warren, director at Time4Sleep.

“Many of us crave some type of comfort during the night, whether that’s from a partner, a blanket or a soft toy. We have an emotional attachment to items that remind us of our youth and teddy bears remind us of safety and security against our childhood nightmares. Feeling calm and relaxed, however you achieve this, can result in a deeper, more refreshing night’s sleep.”

Time4Sleep has also launched a competition to find The Nation’s Most Loved Teddy Bear. If you think your teddy could be the winner, simply upload your photo here.


0 toynews survey 2017.jpg

ToyNews Retail Survey 2017

It’s that time of year again, and it’s our fifth annual retail survey. Yes, we poked our noses into your business to ask a cross section of the UK’s independent toy retailer population to find out just how 2016 performed for you, what products triumphed and what struggles you faced through one of recent history’s strangest 12 months.

Image placeholder title

Breaking 'badults': Is there a place at retail for adult toys and games?

Breaking Bad figures were pulled from Toys R Us in the US last year, but they never even made it onto the shelves of the retail giant here in the UK. While the ‘games for Badults’ movement is thriving, crowdfunding remains its main route to consumers. Billy Langsworthy asks is there a place for adult toys and games in the current UK retail landscape?

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.