By Heather Taylor, Editor-in-Chief, PopIcon
Chances are good you’ve grown up alongside the Snuggle Bear, the cuddly, comforting face of Snuggle fabric softeners.
As a brand, Snuggle has been around since 1983 and its bear was created as a brand representative after the liquid fabric softener first launched and made its debut to the world in 1986. None other than The Jim Henson Company, masterminds behind The Muppets, created the iconic Bear puppet. The Bear was an instant hit with viewers upon its introduction with countless commercials depicting him playing with and romping through piles of fresh laundry.
Since the 1980s, the Snuggle Bear has been a float in the Macy’s Thanksgiving Day Parade, visited every U.S. state, and even won a place in our own Madison Avenue Walk of Fame in 2014. His look has also gently changed. In 2025, the Bear received a redesign fitting of the modern era and re-introduction as a cultural icon, rather than a company mascot.
PopIcon spoke to Allison Feldman, Vice President Fabric Softener and Personal Care Brands at Snuggle, to learn more about the Bear’s rebranding, why Snuggle picked a bear and how the Snuggle Bear stays relevant in an increasingly fast-paced world.
How did Snuggle initially determine their company mascot would be a bear?
The Snuggle Bear was designed to visually embody the brand’s core promise: softness, comfort, and the feeling of being wrapped in something familiar. A bear naturally represents warmth, protection, and cuddly comfort — qualities people associate with home.
By choosing a bear, Snuggle Brand created an instantly recognizable beloved figure that emotionally reinforces what the product delivers across every touchpoint. Whether through liquid softener, dryer sheets, or scent booster crystals, the Snuggle Bear acts as a unifying symbol of cozy freshness and comfort of home wherever you are.
How would you describe the personality of the Snuggle Bear (besides being very cute and cuddly)?
The Snuggle Bear is warm, friendly, and comforting. As an icon representing the brand, its design and presence are always kind, cheerful, and inviting, evoking a sense of trust while representing the soft, comforting feel of freshly washed laundry which embodies the Snuggle Brand Comfort of Home message.
Throughout the rebrand, what aspects did the team want to keep from the Bear’s original look?
The Snuggle Bear’s look has been refreshed while continuing to make an impact. We wanted to honor its legacy through this updated process. To do so, we partnered with BulletProof to update the digital design, and the team at New England Toy brought it to life. Our focus was on preserving its most beloved attributes while adding a new level of softness and an even more inviting smile.
What has the consumer response been like since the redesign?
The response to our updated Snuggle Bear has been overwhelmingly positive because, even as things evolve, Snuggle Brand has stayed true to its promise of snuggly softness, familiar freshness, and cozy connection. Comfort is one of life’s most precious gifts, and it’s why we are committed to creating those moments every day.
Does anyone voice the Snuggle Bear today?
The Snuggle Bear is now an icon rather than a personality representing familiar comfort and irresistible cuddly softness. Even without a voice in this new chapter, the Bear continues to evoke warmth and comfort through its presence alone, a testament to the strength of its character and a milestone we’re proud of.
In the past, the voice behind the Snuggle Bear has been brought to life by the talented Corinne Orr, a renowned voiceover actress. Corinne is also known for her roles in Speed Racer, Puss in Boots, and PB&J Otter. Talk about a star-studded history!
A stuffed Snuggle Bear is often prominently featured in Snuggle social media posts. Maybe this is me being nostalgic, but do you think the puppet will ever make a return to ads even for a brief while?
The Snuggle Bear has always been one of the most recognizable icons in the category, and today we think of the bear less as a character with a storyline and more as a visual symbol of comfort, softness, and care. That’s why you continue to see the Bear show up across social and advertising in ways that feel modern and flexible, rather than as a traditional puppet.
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While we love the nostalgia and emotional connection people have with the Snuggle Bear, our focus is on using the bear as a timeless icon that can evolve with how and where consumers engage with the brand. That said, you may see creative, unexpected nods to the Bear as we continue to explore new ways to bring that feeling of comfort to life.
What’s in store for Snuggle in 2026 and beyond?
The Snuggle Brand has modernized its visual identity, focusing on delivering products, and partnerships that align with their Comfort of Home messaging.
In regards to the Bear, this included updated graphics, packaging, and a refreshed Bear and logo design that’s even cuddlier than before. Wrapped in a plush blanket, the Bear remains at the heart of the brand. While the look has evolved, the Snuggle Bear continues to be a timeless icon that is softer, cuddlier, and more comforting than ever.
In regards to the brand overall, we have found that in a world that’s increasingly fast-paced and overwhelming, the familiar comforts of home provide the grounding warmth we all need. The Snuggle Brand has long delivered this sense of comfort to consumers and will continue to do so. From in-home moments to out-of-home experiences, comfort is the fresh, reassuring scent that keeps us grounded. This includes but is not limited to a recent partnership with Homesick Candles, HGTV Dreamhome and will continue with another iconic partnership later this year.
Image Credits: Snuggle
About the Author
Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.
