Is Mood Bears Still in Business? (2026 Update)
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Look for Mood Bears on AmazonFull story →Jo Proud pitched Mood Bears, a set of eight teddies each representing a different emotion to help children name their feelings, wanting £20,000 for 25 percent of the company, and every Dragon on the panel agreed to invest.
The brand has grown well beyond its original pitch and now sits on supermarket shelves nationwide.
A Toy Built Around Feelings
Each bear in the set, happy, sad, nervous, calm and others, gives a child a physical object to point to instead of finding the words, an idea that tends to resonate strongly with a panel of parents and grandparents.
All five investors split the £20,000 for the 25 percent stake, an uncommon unanimous outcome that handed the founder access to five very different networks in one go, spanning retail, manufacturing, media and finance.
From A Studio Pitch To Supermarket Shelves
A manufacturing and distribution partnership with toy giant TOMY, signed in 2023, moved the brand from direct sales into major chains, and by 2025 the range was stocked in Amazon, Argos, Asda and, newly, Sainsbury's.
The lineup has also grown to include a talking version of the bears, adding a feature on top of the original set.
Why Schools And Parents Both Buy In
Children's emotional wellbeing has become a real priority for parents and teachers alike, giving this product a reason to be actively recommended rather than just picked off a shelf on looks.
That kind of institutional backing, plus a manufacturing partner the size of TOMY, is a rare combination for a toy that started life as a single Den pitch.