What makes a good toy? New research reveals that almost 3 out of every 4 parents or grandparents (71%) want toys with principles and positive values. Toys that care – about their friends, about the planet and themselves too. One toy brand has been doing that for over forty years. The Care Bears.
Togetherness, tolerance, inclusiveness, sustainability – we expect a whole lot more from our toys and toy brands these days than simply being fun and safe to play with. According to new research commissioned by Cloudco Entertainment, consumers choose children’s toys that promote emotional and mental wellbeing, togetherness, and diversity. More of us want our toys to ‘do the right thing’ and model positive choices. Brands, in fact, like the Care Bears. And in 2025, that emotional mission is taking centre stage.
If you’re a child of the eighties, you probably had a Care Bear to cuddle. Between 1982 and 1987, over 40 million were sold – you may have watched the tv shows, gone to Care Bears movies – you might even have had Care Bears wallpaper! So, it’s not surprising that the survey revealed that over 60% of families and 74% of those who buy toys as gifts recognise those cuddly bears instantly.
Cloudco Entertainment, the company behind the Care Bears, commissioned a landmark survey into the lovable huggable bears, and what they mean to us. The survey, conducted in 22 countries with almost 27,000 respondents, revealed that our relationship with the toys we buy has changed dramatically. Toys it seems, have got a new job description.
The research was led by Peter Robinson, founder of leading toy research agency, Gone With. “Ten years ago, if you’d asked people whether promoting mental health and supporting charities was high up on their list for loving a toy brand, only around 1 in 4 would have said yes,” he says. “Now, it’s 60%. Globally, 71% of people who have purchased Care Bears toys said positive values influenced whether they bought a toy. But it can’t be an empty promise – toys like Care Bears have to ‘do the right thing’ whether it’s in tv shows, books or movies.”
Endearingly, the bears aren’t perfect. They make mistakes and sometimes bad calls but always put them right. That resonates both with parents, and with Gen Z and Gen Alpha – a new generation of Care Bear fans.
There have been more than sixty Care Bears since 1982; all colours of the rainbow. According to the survey, we equate those candy colours with diversity. The bears’ vibrant community celebrates difference and inclusiveness – and nearly 60% of respondents said that influenced whether or not they buy a toy. Because when communities act together, they can make a real difference. That legacy of emotional intelligence and positive action has laid the foundation for what’s next.
In 2025, those values are being brought to life in the most powerful way yet – through the revival of the Care Bear Stare.
An iconic highlight of the 80s, the Care Bear Stare sees the bears stand together and join their powers – sending out a beam of positivity to change the world for the better. Cloudco Entertainment’s worldwide campaign is championing the Stare, by encouraging people to share uplifting messages, show compassion, work together, and spread joy within their communities.
“There couldn’t be a better time to remind ourselves of our own ability to change the status quo through our own Care Bear Stares – little personal acts of kindness, or thoughtfulness,” says Kristy Miall, Cloudco Entertainment’s Director of Global Marketing. “Even a smile or a hug has an emotional value far beyond the physical.”
“Care Bears have always been so much more than toys. They embody wonderful values – of working together, looking after your friends, defeating evil, spreading kindness and positivity and joy for everybody.”
“If we stand together we can overcome any danger!” Tenderheart Bear
Watch the video on the Care Bears YouTube together. Send a kindness message to someone in need of a hug too. Help us pass the positivity on. Join the movement. Prepare to Stare!
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