Nici Robinson has transformed unimaginable loss into a legacy of love with her purpose-led brand, Blue Bear & Co. Created in memory of her son, Charlie, Blue Bear & Co. redefines traditional keepsakes by integrating innovative design, sensory comfort and heartfelt connections, resulting in what the company refers to as “Bears for Life.”

Charlie was gifted a light blue teddy when he was born, a companion he named “Blue Bear.” He carried it through every stage of his treatment after being diagnosed with a rare brain tumour at just two years old. After Charlie passed away aged five, Nici began searching for something that could hold his voice, heartbeat and scent, something tangible that could bring comfort to their family. When she couldn’t find one, she created it.

“I wanted something deeply personal,” she says. “A bear that could hold a voice recording, a heartbeat, and even a scent. Something sensory. Something comforting. Something that kept him close.”

 

 

What began as one bespoke bear has grown into a luxury collection, including Brown Bear, Light Blue Bear, Dark Blue Bear and most recently, Pink Bear.

Brown Bear is the brand’s hero product. At 40cm, he contains a voice recording device, soothing heartbeat, and a removable plush heart that can be infused with a personal scent. Plus, a space for small keepsakes.

The bears intentionally engage the senses through touch, scent and sound, offering comfort and helping to ground families in moments of stress, separation and grief. Designed for all ages, they are gifted in times of celebration, remembrance and new beginnings, from christenings and anniversaries to memory gifts and milestone moments.

 

 

Blue Bear & Co. is more than a brand; it is part of a wider mission.

As well as establishing Blue Bear & Co., Nici also co-founded Thumbs Up For Charlie (TUFC), a charity created in her son’s memory. TUFC gives Brown Bears to children diagnosed with brain tumours and to bereaved families. It also funds respite breaks for families dealing with childhood brain tumours.

In addition, Alder Hey Children’s Hospital has received more than £50,000 in donations to advance research and improve treatment decision-making. Light Blue Bear also carries a charitable commitment, with 10% of profits supporting TUFC’s ongoing work. The brand works closely with hospices too, supporting families during end-of-life care and bereavement.

“It has helped us so much as a family to be able to support others in similar situations,” Nici explains. “Charlie’s gift to us has become something that comforts other families, too.”

 

 

Storytelling through bears

Another element to the brand is books. Dark Blue Bear inspired Nici’s published children’s picture book, Finding You, an emotive story of hope, courage and connection. September 2026 will see the release of the next chapter – Finding Me. Featuring Pink Bear, it continues the message of identity, resilience, and self-love.

Drawing on her professional background as a therapist working with children and young people, Nici intentionally designed the bears to engage the senses, recognising the powerful role touch, scent and sound play in emotional regulation and comfort. “These aren’t just plush toys,” she says. “They’re companions. They’re comfort. They’re memory holders.”

Blue Bear & Co. now supplies families across the UK and Malaysia and continues to grow as both a luxury keepsake brand and a force for compassionate change. Blue Bear & Co. will be exhibiting at Harrogate Home & Gift on 19–22 July. Stockists can also contact info@bluebearandco.co.uk for wholesale enquiries. For further information on Blue Bear Co., please click here.