Inside Warmies®: How David Tweedale Turned Comfort Into a Global Language

There are brands that follow the market, and then there are brands like Warmies® — the ones that quietly define it. What began as a single heatable soft toy has, over the course of three decades, become a byword for modern comfort. In the hands of Director David Tweedale, the brand’s story is not just one of warmth, lavender, and plush charm — it’s about precision, emotional intelligence, and product integrity at scale.

To understand Warmies is to understand the rare alchemy between nostalgia and innovation. From bedtime rituals to wellness routines, the brand’s presence is as subtle as it is global — with over 50 million products sold and shelves in more than 60,000 retail locations worldwide.

But under Tweedale’s stewardship, Warmies isn’t content to rest on sentiment. There’s a shrewd evolution taking place. Whether it’s through fashion-adjacent miniatures, smart licensing with characters like Peter Rabbit and Miffy, or a sharper marketing vision led by fresh leadership, the brand is building a world where emotional connection meets commercial clarity.

In this exclusive conversation with Hinton Magazine, David Tweedale breaks down the anatomy of quiet success — and what it really means to be in the business of comfort in 2025.

After 30 years in the game, Warmies has become synonymous with comfort and innovation. What do you think has been the secret to maintaining relevance and connection with customers for three decades?

At Warmies, we’re proud to be the global leader in heatable soft toys. Our products aren’t just cute - they offer real comfort, with features like warmth, cooling, scent, and softness that support relaxation and wellbeing.

We’re always looking ahead, developing new ranges that follow the latest trends and meet the changing needs of our customers. But our products are more than just what they do; they’re designed to offer emotional comfort as much as practical benefits. Whether you're at home, at work, or on the move, Warmies are made to fit into everyday life and bring a little extra comfort wherever you are.

Quality and safety are at the heart of everything we do. Our products meet strict European safety standards, and we consistently push our manufacturing partners to improve appearance, function, and durability.

We’re also taking steps to lower our environmental impact, including moving more of our production to the UK to reduce our carbon footprint.

From pioneering the world's first microwaveable heat pack to selling over 50 million products worldwide, how has Warmies evolved its identity while staying true to its original mission of comfort and care?

As trends evolve and our collections grow, our mission remains the same: to bring comfort to every customer, in every moment.

We’re proud to be a recognised household name in the US, and now we're focused on building that same connection across the UK and Europe. While we’ve long been known as the go-to brand for heatable products, we’re ready to be known simply as Warmies: a name that stands for comfort, care, and emotional connection.

Recent changes within our Marketing Team are driving exciting momentum. With the appointment of our new Head of Marketing, Amelia Fordham, we’re entering a new chapter of growth. Amelia brings fresh energy and a clear vision, focused on elevating our brand, energising the team, and helping us push further toward our mission of making Warmies a household name in comfort. We’re also evolving our imagery and storytelling to reflect how people really feel about our products, which is where our tagline ‘Feel the Love’ was born. 

60 to 80% of customers mention the word ‘love’ when talking about our products. It’s not just about being plush, it’s about offering something that feels like a true companion.

From safety and quality to design and emotional impact, we continue to raise the bar. Our goal is to create products people genuinely connect with; things they reach for when they need comfort, calm, or just a little warmth.

At every stage, we’re working to ensure that when people think of comfort, they think of Warmies.

You’re set to launch collectible key rings and bag charms—tapping into a stylish and highly sought-after trend. How do you balance trend-led innovation with Warmies’ wellness-first DNA?

We’re launching this range because our customers asked for it. While our core products have always been beloved, they wanted something smaller, quicker, and more accessible, an impulse buy you can spot, fall in love with instantly, and bring home with ease.

In response, we’ve reimagined a historic and popular range we had in Dusty Pups, and expanded into new territories with Keyrings and Bag Charms. We’ve also created a new Mini’s collection. Inspired by the impact this range had over in the US, these adorable plush minis create a “pocket money” range that opens the door for everyone to enjoy Warmies. By offering small, affordable options, we’re making comfort accessible to all - something we’re truly passionate about here at Warmies.

This strategic expansion reinforces Warmies’ leadership in the market and ensures we continue to meet evolving customer needs while delivering the warmth, joy, and comfort our brand is known for.

With presence in over 60,000 retail stores globally, how do you maintain that personal, emotional connection with customers on such a vast scale?

Our strong presence on social media is a vital part of maintaining Warmies’ unique brand personality and connecting directly with our customers. These platforms give us the perfect way to share exciting updates, from new product launches and exclusive offers to behind-the-scenes glimpses that invite our audience into the Warmies world.

By keeping communication open and transparent, we engage and listen to our audience. This two-way connection builds genuine trust and loyalty, turning customers into a passionate community that truly feels part of our journey.

One example of this is our exclusive mini range available through CDU displays. We’re committed to expanding this approach with even more exclusive products to continue to support retailers, nurturing these valued relationships.

Your new licensing agreements suggest exciting creative partnerships ahead. How do you decide which collaborations align best with Warmies’ brand values and heritage?

Bagpuss is a key part of our collection because of its strong nostalgic connection with customers. It perfectly embodies what Warmies stands for; comfort, warmth, and a gentle lavender scent that makes each product feel special.

Retailers consistently praise heritage brands like Bagpuss, which has made it natural to expand our range with other beloved characters such as Peter Rabbit and Miffy, that we know are loved universally.

Looking ahead, we’re excited to grow this category further by adding modern classics like Teletubbies and Teenage Mutant Ninja Turtles. By combining these familiar characters with the comforting qualities of Warmies, we continue to offer fresh, meaningful products that our customers love.

Looking ahead beyond your 30th year, what’s the next chapter for Warmies? Should customers expect more comfort classics or bold new directions?

Our goal is simple: to keep creating products that truly add value, support wellbeing, and bring joy, while always striving to be the very best we can be.

Every day, we push ourselves to be better. We continue to improve quality, explore new ideas, and ensure Warmies remain a trusted source of comfort.

David Tweedale speaks with the calm confidence of someone who knows the product isn’t the story — the connection is. And that’s what makes Warmies so distinctive in today’s market: it doesn’t just sell softness, it sells belonging. Whether in a child’s room, a commuter’s tote, or nestled under a tired arm at the end of a long day, Warmies has found its way into the fabric of real life — and stayed there.

With a marketing overhaul, tighter brand direction, and a fresh slate of heritage-meets-pop-culture collaborations, Tweedale isn’t chasing the spotlight. He’s building longevity. The next chapter of Warmies won’t be defined by what’s loud — but by what lasts.

Because in a world wired for noise, true comfort is still one of the few things that whispers — and wins.