After spending 20 years in a successful career as a journalist and editor, Marina Khidekel made a surprising decision to leave it all behind and launch a brand of weighted stuffed animals. This unexpected career shift left her friends and colleagues shocked, but for Marina, it was the culmination of a lifelong mission. Growing up in Columbus, Ohio, Marina’s family immigrated from Russia when she was just two years old. Mental health was not a topic of discussion in her household, and the prevailing attitude was to avoid complaining unless seriously injured.
As a pre-teen struggling with anxiety and depression, Marina turned to magazines for information and validation. These publications helped her feel less alone, sparking a desire to do the same for others. Throughout her career, Marina covered mental health topics as an editor at Cosmopolitan, Women’s Health, and Glamour, eventually becoming the chief content officer at Thrive Global.
Behind the scenes, Marina’s own struggles with anxiety and sleep issues led her to discover the calming effects of a weighted blanket. However, she found these blankets to be too hot and bulky, sparking the idea for a smaller, more versatile product – a weighted stuffed animal. Despite a few options on the market, Marina couldn’t find exactly what she was looking for: a high-quality, beautifully designed plushie that could provide comfort for both adults and children. This realization inspired her to create her own solution.
What started as a personal quest for a calming product evolved into a side hustle and eventually a full-time business in 2022. Marina dedicated nearly four years of her nights and weekends, while working full-time jobs, to develop the perfect weighted plushie. She researched the science behind Deep Touch Pressure, which mimics the effects of a hug to help relax the body and reduce the fight-or-flight response. Collaborating with occupational therapists, psychologists, and product designers, Marina optimized the design of her plushies for maximum stress-relieving benefits.
After licensing the idea for Hugimals and overcoming some initial setbacks, Marina launched Hugimals World in 2022. The company quickly gained traction, with its flagship product, Sam the Sloth, receiving positive feedback from children’s hospitals and customers alike. Marina’s leap of faith paid off, as Hugimals World saw about $1.4 million in sales in its first full year, with plans for further growth and expansion.
Marina’s strategic approach to marketing and PR, combined with the viral success of Hugimals on social media platforms like TikTok, helped propel the brand to new heights. The company’s innovative products, such as the Heart to Hug Pillow in collaboration with Mariska Hargitay’s Joyful Heart Foundation, have further solidified its impact in the wellness industry.
Looking back on her journey, Marina reflects on how she is still fulfilling her childhood goal of helping people find comfort and support for their mental health, albeit through physical products rather than words. With a growing product line and meaningful partnerships with nonprofits, Marina’s work at Hugimals World continues to make a positive impact on the lives of many.
