The Calmness Crew is a hub of information to support the emotional wellbeing of children and those who care for them through resources focused on children’s mental health.
The Calmness Crew plush collection has been designed to support children’s anxiety and was created by The Calmness Crew founder, Frances Williams, following her own experience as a mum, feeling helpless when her daughter started suffering with extreme anxiety coming out of lockdown.
“This journey meant we had to read, listen, learn and try lots of techniques and activities associated with children’s anxiety,” explained Frances. “We needed to find as much information as possible to try and help improve the situation for our daughter, but also for us as parents.”
When the family came out the other side, Frances felt she owed it to others going through the same situation to share what she had learnt. “A combination of what we tried seemed to unlock an inner power within our daughter and us,” she added.
The plush can bring comfort when going to sleep, travelling, suffering from car sickness, with a fear of flying, going to the doctors, dentist, having an operation, going to school, grieving the loss of loved ones or pets, or trying new experiences outside children’s comfort zone – any situation where children may feel emotions they aren’t used to and can feel overwhelming to them.
Available as a Koala and a Sloth, with a simple squeeze, these plushies guide children through calming techniques like deep breathing, positive affirmations, and grounding; tools used by mental health professionals. Their gentle weight adds an extra layer of comfort, offering a sense of safety and calm wherever it’s needed.
The Calmness Crew is intentionally being thoughtful about how and where the collection of plush launches, and is open to conversations with retailers who share the belief that this kind of product deserves space, visibility and care. The company is also open to exploring exclusive partnerships for the range.
“I’m a mum first and foremost,” Frances told Toy World. “My experience led me on a journey which has resulted in The Calmness Crew, a collection designed to help children learn calming and self-regulation techniques through comfort, repetition and play. They’re weighted, customisable and gently guide children through breathing, grounding and positive self-talk, without screens, apps or anything that feels clinical.”
Readers can find out more about The Calmness Crew here, and Frances can be contacted on [email protected]