Huggable urns – great product or gross idea?

Ruth Mortimer is Marketing Week’s associate editor and a prolific blogger. She won a PPA Award for her forthright and insightful columns on marketing.

Huggable urns. Oh my god.

There are few products that surprise the hard hacks on the Marketing Week editorial team. Over the years, we’ve seen many brands and products launched that defy logic, sense or are simply funny. We receive press releases inviting us to watch an attempt to break the world laminating record or attend the amazing British Asparagus Festival. So we are used to the world of weird.

Back to huggable urns, something we discovered by press release that makes the whole team feel a little…well, odd.

A huggable urn is a teddy bear which contains the ashes of a loved one. The idea, according to online urn store LegendURN owner Joost Kramer is as follows: “People who really suffer a lot of pain after the death of a loved one like to touch and hold something that belonged to their departed; this offers some consolation.

The huggable urn makes this possible. It is not just for adults, but especially forchildren. They often deal with sorrow differently. They are comforted by something to hug, but it is often even more effective if they know their dear departed is ‘close.’

It is also a big advantage that you can take the huggable [urn] everywhere with you. You don’t do that with a normal urn.” 

I’m all for anything that helps kids deal with the horrible fact of life that is death, but I’m not sure taking your ashes everywhere with you is a great idea. Other LegendURN products include a balloon urn for baby ashes, wearable ashes in necklace form or ashes art (if you want to store the remains of your loved one in the model of a horse).

So maybe I’m missing the appeal of the huggable urns. Let me know your thoughts – great product or gross idea?


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here