{"id":10613,"date":"2026-02-17T23:47:47","date_gmt":"2026-02-18T04:47:47","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/02\/17\/snuggle-bear-rebrand\/"},"modified":"2026-02-17T23:49:31","modified_gmt":"2026-02-18T04:49:31","slug":"snuggle-bear-rebrand","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/","title":{"rendered":"Inside the Gentle Rebranding of the Snuggle Bear"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em>\r\n\r\nChances are good you\u2019ve grown up alongside the Snuggle Bear, the cuddly, comforting face of Snuggle fabric softeners.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"1991 Snuggle Fabric Softner Commercial\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/GwdhRnmInhM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">?si=dKVsTqaxL-ckVA2z\r\n\r\nAs 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.\r\n\r\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/02\/snuggle_bear_facts_creator-of-the-bear-puppet_jpg.jpg\" alt=\"\"\/><\/figure>\n\r\n\r\nSince the 1980s, the Snuggle Bear has been a float in the Macy\u2019s Thanksgiving Day Parade, visited every U.S. state, and even won a place in our own <a href=\"https:\/\/advertisingweek.com\/madison-avenue-walk-of-fame\" target=\"_blank\" rel=\"noopener\">Madison Avenue Walk of Fame<\/a> 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 <a href=\"https:\/\/www.snuggle.com\/about-us\/about-the-snuggle-bear.html\" target=\"_blank\" rel=\"noopener\">cultural icon<\/a>, rather than a company mascot.\r\n\r\nPopIcon spoke to Allison Feldman, Vice President Fabric Softener and Personal Care Brands at <a href=\"https:\/\/www.snuggle.com\/\" target=\"_blank\" rel=\"noopener\">Snuggle<\/a>, to learn more about the Bear\u2019s rebranding, why Snuggle picked a bear and how the Snuggle Bear stays relevant in an increasingly fast-paced world.\r\n\r\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/02\/snuggle_history_images_desktop_1983_jpg.jpg\" alt=\"\"\/><\/figure>\n<\/p>\n\n\n<h2 class=\"wp-block-heading\"><strong>How did Snuggle initially determine their company mascot would be a bear? <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The Snuggle Bear was designed to visually embody the brand\u2019s core promise: softness, comfort, and the feeling of being wrapped in something familiar. A bear naturally represents warmth, protection, and cuddly comfort \u2014 qualities people associate with home.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How would you describe the personality of the Snuggle Bear (besides being very cute and cuddly)?<\/strong><\/h2>\r\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/02\/snuggle_history_images_desktop_1986_jpg.jpg\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Throughout the rebrand, what aspects did the team want to keep from the Bear&rsquo;s original look?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The Snuggle Bear\u2019s 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.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/02\/snugglelogo_bearwithtowel_leftaligned.jpg\" alt=\"\"\/><\/figure>\n\r\n<h2 class=\"wp-block-heading\"><strong>What has the consumer response been like since the redesign?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">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\u2019s most precious gifts, and it\u2019s why we are committed to creating those moments every day.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/02\/snuggle_11-25-241169-scaled.jpg\" alt=\"\"\/><\/figure>\n\r\n<h2 class=\"wp-block-heading\"><strong>Does anyone voice the Snuggle Bear today?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">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\u2019re proud of.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">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 <em>Speed Racer<\/em>, <em>Puss in Boots<\/em>, and <em>PB&#038;J Otter<\/em>. Talk about a star-studded history!<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>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? <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">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\u2019s 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.<\/p>\n\n\n\n\n\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/reel\/DIg22uSImw7\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\">\n<p>&nbsp;<\/p>\n<p>View this post on Instagram<\/p>\n<p>&nbsp;<\/p>\n<\/blockquote>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n\n\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What&rsquo;s in store for Snuggle in 2026 and beyond? <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The Snuggle Brand has modernized its visual identity, focusing on delivering products, and partnerships that align with their Comfort of Home messaging.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/02\/meet_the_new_snuggle_bear_jpg.jpg\" alt=\"\"\/><\/figure>\n\n<p class=\"wp-block-paragraph\">In regards to the Bear, this included updated graphics, packaging, and a refreshed Bear and logo design that\u2019s 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.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In regards to the brand overall, we have found that in a world that\u2019s 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.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Image Credits: Snuggle<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at <a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>PopIcon spoke to Allison Feldman, Vice President Fabric Softener and Personal Care Brands at Snuggle, to learn more about the Bear\u2019s rebranding.<\/p>\n","protected":false},"author":7,"featured_media":10614,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-10613","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Inside the Gentle Rebranding of the Snuggle Bear | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Inside the Gentle Rebranding of the Snuggle Bear\" \/>\n<meta property=\"og:description\" content=\"PopIcon spoke to Allison Feldman, Vice President Fabric Softener and Personal Care Brands at Snuggle, to learn more about the Bear\u2019s rebranding.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-18T04:47:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-18T04:49:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/02\/169comrrt.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/snuggle-bear-rebrand\\\/10613\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/snuggle-bear-rebrand\\\/10613\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Inside the Gentle Rebranding of the Snuggle Bear\",\"datePublished\":\"2026-02-18T04:47:47+00:00\",\"dateModified\":\"2026-02-18T04:49:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/snuggle-bear-rebrand\\\/10613\\\/\"},\"wordCount\":1037,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/snuggle-bear-rebrand\\\/10613\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/02\\\/169comrrt.png\",\"keywords\":[\"PopIcon\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/snuggle-bear-rebrand\\\/10613\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/snuggle-bear-rebrand\\\/10613\\\/\",\"name\":\"Inside the Gentle Rebranding of the Snuggle Bear | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/snuggle-bear-rebrand\\\/10613\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/snuggle-bear-rebrand\\\/10613\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/02\\\/169comrrt.png\",\"datePublished\":\"2026-02-18T04:47:47+00:00\",\"dateModified\":\"2026-02-18T04:49:31+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/snuggle-bear-rebrand\\\/10613\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/snuggle-bear-rebrand\\\/10613\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/snuggle-bear-rebrand\\\/10613\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/02\\\/169comrrt.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/02\\\/169comrrt.png\",\"width\":1600,\"height\":900},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/snuggle-bear-rebrand\\\/10613\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Inside the Gentle Rebranding of the Snuggle Bear\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Inside the Gentle Rebranding of the Snuggle Bear | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/","og_locale":"en_US","og_type":"article","og_title":"Inside the Gentle Rebranding of the Snuggle Bear","og_description":"PopIcon spoke to Allison Feldman, Vice President Fabric Softener and Personal Care Brands at Snuggle, to learn more about the Bear\u2019s rebranding.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/","og_site_name":"AW360","article_published_time":"2026-02-18T04:47:47+00:00","article_modified_time":"2026-02-18T04:49:31+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/02\/169comrrt.png","type":"image\/png"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Inside the Gentle Rebranding of the Snuggle Bear","datePublished":"2026-02-18T04:47:47+00:00","dateModified":"2026-02-18T04:49:31+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/"},"wordCount":1037,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/02\/169comrrt.png","keywords":["PopIcon"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/","name":"Inside the Gentle Rebranding of the Snuggle Bear | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/02\/169comrrt.png","datePublished":"2026-02-18T04:47:47+00:00","dateModified":"2026-02-18T04:49:31+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/02\/169comrrt.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/02\/169comrrt.png","width":1600,"height":900},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/snuggle-bear-rebrand\/10613\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Inside the Gentle Rebranding of the Snuggle Bear"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/10613","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=10613"}],"version-history":[{"count":3,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/10613\/revisions"}],"predecessor-version":[{"id":17312,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/10613\/revisions\/17312"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/10614"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=10613"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=10613"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=10613"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=10613"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}