Startup 'rehomes' unwanted stuffed animals and transforms them into sustainable toys

When the world becomes too chaotic, a cuddly companion like a stuffed toy becomes a child's tiny hero. From lifeless soft toys, they gradually become silent listeners, secret keepers and most importantly, best buddies who provide endless comfort during scary nights. However, as adulthood creeps in, these childhood guardians, who were once the most-priced possessions, are abandoned and thrown away. But imagine a start-up that works as a stuffed animal adoption agency. Sounds unreal? A woman named Callie Kazumi–who goes by @callieuntitled on TikTok–shared a video about what she called "The cutest start-up ever," which ensures the well-being of all abandoned soft toys. 

"This brand rehomes unwanted teddies," read the video's overlay text. Kazumi shared glimpses of the adorable soft toys at the Loved Before (@lovedbefore_london) store. Each soft toy had a story to tell, handwritten and kept for display. She was overwhelmed looking at the toys and decided to adopt one. Kazumi fell head-over-heals for an adorable "floppy dog" and adopted it. While she showed her viewers the toy she finally adopted, the overlay text read, "I wanted to support them" and "Then I found this floppy dog and had to have him." The wholesome video ended with a short glimpse of Kazumi's newfound little companion tucked in bed for a good night's sleep. The TikTok video took social media by storm with wholesome reactions from the people. 

@onlytheblonde commented, "Nearly cried. I remember having to sleep with all my teddies together, so none felt left out. I've always had more empathy for teddies than I should have. I swear my brain thinks they're real." @mylifeasmel wrote, "I think its a great idea, but I think £25 ($32) is a bit steep for some of the bigger ones." Similarly, @olivemimi23 shared, "The goodwill in the USA is good for rescuing too! I'm a sucker for sweet little plush faces." On the other hand, @minty99a, who was moved knowing about the start-up, asked, "How much is it to adopt a new friend?"

Moreover, Loved Before's founder, Charlotte, has shared the motive behind his start-up and wrote, "Loved Before was born with the mission to revolutionize our perspective on sustainable toys," per the official website. Further, she also revealed how her experience as a volunteer at a charity shop inspired her to start this innovative business. "Several years back, during my time as a volunteer at a charity shop, I observed the influx of second-hand toys arriving at the store. These pre-loved toys, often handed over with cherished memories and sentimental significance, were carelessly cast aside, sometimes relegated to becoming dog toys or, even more dishearteningly, destined for landfill. It became evident to me how the love, the vibrant life, and the stories of these eco toys were at risk of being lost and forgotten in an instant," Charlotte added. 

According to their website, they accept donations of all soft toys, including teddy bears, whether new, old or handmade. People can donate their toys via mail or by visiting Loved Before's stores. Once they receive the donation, the toys go through what they call a "spa treatment" to ensure they are clean. "By redefining our attitudes toward pre-owned items through the medium of pre-loved toys, we aim to demonstrate that, far from diminishing in value, an eco-friendly toy, once cherished, is made even more valuable by the love and life it has already experienced," Charlotte shared.

You can follow Callie Kazumi (@callieuntitled) on TikTok for more lifestyle content.