About us
A world built on kindness, curiosity and connection.
Emotibears started with a simple idea: every feeling matters. Every bear, story and resource we create is built to help children — and the grown-ups around them — grow together.
Where kindness and learning grow together
Emotibears creates playful educational and wellbeing resources that help children build confidence, creativity, and emotional awareness — designed for families, teachers and home educators.
Created by LetzCre8 Ltd., a UK-based creative enterprise, the Emotibears were founded with a simple mission: to make the world a happier place by:
- Encouraging understanding, kindness and inclusivity
- Inspiring creativity and lifelong learning
- Supporting charities and other good causes
Find us on social media
Our social pages share our story, updates and community moments with families who love the bears.
The founding four
Meet the bears behind it all.
The first four Emotibears to call Whispering Woods home — with hundreds more on the way.
The people
The Emotibear Team
The Emotibear journey began in February 2024 when Michelle Adesina and Colin Debenham, co-founders of the Emotibears, were working on a range of products relating to wellbeing and suddenly realised the impact that teddy bears ('teddies') have had in providing comfort to people of all ages across the World, for over 140 years.
Michelle Adesina
Co-Founder & Creative DirectorThroughout her working life, Michelle has fulfilled various roles in the health, social and home care sectors. Over the years, she has acquired qualifications in child care, safeguarding, and sign language.
During her time in the Care Industry, and especially when working with young children of differing backgrounds and abilities, Michelle witnessed first-hand the importance attached to creativity and the provision of the right stimulation and guidance during these crucial, formative years.
Creative and imaginative by nature, Michelle is the driving force behind the design and overall development of the Emotibears, and is involved in every aspect of the Emotibear project.
Colin Debenham
Co-Founder & Project DirectorFollowing a 25-year Royal Air Force career, which included a number of key personnel management appointments, Colin has since filled senior management roles in various industries where he has been actively involved in helping others with wellbeing and personal development matters.
Working alongside Michelle for the past three years, Colin is primarily involved in the strategic planning, business development, coordination and overall management of the project.
Our Support Team
Michelle and Colin have been supported throughout by a multi-talented team of colleagues, who have provided a diverse range of experience and skills in key areas such as soft toy production, artwork and graphic design, AI, music, creative writing, publishing, marketing, and website design. Thanks to their ongoing support, we have now developed an extensive number of products associated with the Emotibears.
Milestones
Our Journey So Far
Where It All Began
Within a few weeks, by March 2024, Michelle had designed over a dozen teddies, together with several other soft toys, each one unique in appearance and character.
Based on the positive feedback received, from both children and adults (particularly parents and teachers), Michelle was encouraged to extend the portfolio of Emotibears, which had grown to 54 bears and 14 other soft toys by the end of the year.
Bringing the Characters to Life
2025 was an extremely busy year, during which we wrote the first Emotibear stories and books, created the first songs, and produced the first activity and fun learning packs. We also produced our first eight prototype plushies.
With a view to tailoring products for selected global audiences, we also conducted extensive research into specific countries from all regions of the World, learning about their cultures, cuisine, history, and other interesting facts. This led to some of the Emotibear stories and songs being translated into several foreign languages.
By December, the number of Emotibears and other soft toys designed by Michelle, and further developed by the supporting team, had risen to over 150!
Welcome to the Emotibear World
Key achievements include:
- Development of the Emotibear World
- Creation of a large range and number of downloadable products — first products made available in October through the Emotibear World website shop
- Launch of the Emotibear Club on 10 October
The adventure continues…
Our values
What We Stand For
From the very beginning, Emotibears has been about much more than creating lovable characters. At the heart of the Emotibear World is a simple belief: every child deserves to feel welcomed, valued, understood and included.
Our characters have different personalities, experiences, feelings and stories, but together they help us explore the values that we believe matter in childhood and beyond.
Through our characters, stories, songs, activities and the Emotibear Club, we aim to encourage children to understand their feelings, celebrate differences, use their imaginations, show kindness to others and know that there is always a place where they belong.
Love
We show others that they are cared for.
Kindness
We use kind words and thoughtful actions.
Friendship
We welcome everyone and help ensure nobody feels alone.
Peace
We promote peace for everyone.
Curiosity
By asking questions and seeking new adventures.
Inclusion
Everyone is welcomed, valued and represented.
Respect
We value every person, culture and difference.
Understanding feelings
Every emotion is important and deserves to be heard.
Creativity
We use our imagination to explore and create.
Belonging
Every child has a place in the Emotibear family.
In the Emotibear World, every feeling matters, every difference is valued, and everyone is welcome.
Ready to step through the door?
The Emotibear Club opened on 10 October 2026! Join the Founder Bear waiting list — or look at our free taster treats.