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Our story

Two best friends and a very cute idea.

The Tiddy Bear was created in 2007 by Marcia Berk, a breast cancer survivor, and her best friend Dee Hoffman. It was previously featured on television, and now it is back in pink and gold.

Join the Waitlist Watch the original ad
Tiddy Bear founders Dee Hoffman and Marcia Berk holding a gold bear and a pink bear

How it began

"As a breast cancer survivor, I found using my seat belt very uncomfortable. I tried using pillows and stuffed animals, but found them awkward or cumbersome. Working with my best friend, Dee Hoffman, we created the TIDDY BEAR."Marcia Berk, co-creator

The Tiddy Bear over the years

From one good idea to every seat belt

  1. 2007Marcia and Dee create the Tiddy Bear, a cuddly plush bear that rests on the shoulder belt.
  2. On TVThe Tiddy Bear gets its own TV commercial and is featured on television.
  3. The fansDrivers and passengers alike fall for the soft bear with the funny name.
  4. TodayBack in pink and gold, with two bears in every pack.

Why it works

A soft layer right where the belt rests

The Tiddy Bear is a small, cuddly plush bear that attaches around the shoulder portion of a seat belt, adding a soft layer where the belt rests. Snap it on, slide it to your spot, and ride.

Some customers, including breast cancer survivors and people experiencing chest sensitivity, have found the soft plush design helpful as a comfort layer between the body and the shoulder belt.

It is also designed to make the seat belt experience more comfortable and child-friendly. The soft plush bear can help make buckling up feel less intimidating and more familiar, which may encourage children to be more willing to wear their seat belt.

Important: comfort accessory only. Tiddy Bear is a comfort accessory only. It is not a child restraint, booster seat, seat belt positioning device, or crash protection device. Always wear the vehicle seat belt according to the vehicle manufacturer's instructions. Remove the product if it interferes with proper seat belt fit, retraction, locking, buckling, or operation. How to use it correctly

Now playing

Watch Tiddy Bear in action

From the 2007 TV ad to the brand new one. Press play, turn the sound up.

The original Tiddy Bear commercial with founders Dee Hoffman and Marcia Berk, remastered in HD. Captions available.
Read the transcripts

The original TV ad

  1. Hi, I'm Dee Hoffman. And I'm Marcia Berk. And we created the Tiddy Bear,
  2. the cute little bear that everybody's talking about. Introducing the Tiddy Bear.
  3. That's T-I-D-D-Y Bear.
  4. The little guy that eliminates all those irritating shoulder strap problems.
  5. Designed to make driving more comfortable,
  6. the Tiddy Bear snaps onto your shoulder strap and moves up and down to eliminate
  7. uncomfortable pressure wherever you need it.
  8. It has a funny name to get your attention, but the Tiddy Bear is a great product.
  9. Just ask our thousands of satisfied customers.
  10. My shoulder strap used to pull so tight I could hardly breathe.
  11. Now with the Tiddy Bear, I really enjoy traveling again.
  12. My shoulder strap was always digging in, but the Tiddy Bear,
  13. it makes it comfortable for me to drive again.
  14. You can easily adjust the Tiddy Bear to work from either the driver's side,
  15. passenger seat,
  16. Just snap it on, slide it to where it relieves the pressure.
  17. And you're ready for a comfortable ride. As a breast cancer survivor,
  18. I needed more comfort from my car shoulder strap. So I created the Tiddy Bear.
  19. The cuddly Tiddy Bear is filled with soft cushy beads so it snuggles comfortably to
  20. your needs.
  21. Place it here.
  22. Or here
  23. or anywhere you need to keep those irritating straps from digging in.
  24. If you're in and out of your car all day like I am,
  25. you're really going to enjoy the comfort of the Tiddy Bear.
  26. Kids of all sizes love the cuddly Tiddy Bear.
  27. The response to the Tiddy Bear has been amazing.
  28. Now you can call and find out what all the fuss is about.

The new ad and the cartoon version

  1. Introducing the Tiddy Bear.
  2. That's T-I-D-D-Y Bear.
  3. The cute little guy that eliminates all those irritating shoulder strap problems.
  4. Designed to make driving more comfortable,
  5. the Tiddy Bear snaps onto your shoulder strap
  6. and moves up and down to eliminate uncomfortable pressure wherever you need it.
  7. My shoulder strap used to pull so tight I could hardly breathe.
  8. Now with the Tiddy Bear, I really enjoy traveling again.
  9. You can easily adjust the Tiddy Bear to work from either the driver's side, passenger seat,
  10. and it fits on all makes and models.
  11. Just snap it on,
  12. slide it to where it relieves the pressure,
  13. and you're ready for a comfortable ride.
  14. The Tiddy Bear stays where you want it until you move it,
  15. and it's easy to slide out of the way when not in use.
  16. The cuddly Tiddy Bear is filled with soft, cushy beads,
  17. so it snuggles comfortably to your needs.
  18. Place it here,
  19. or here,
  20. or anywhere you need to keep those irritating straps from digging in.
  21. My shoulder strap was always digging in.
  22. But the Tiddy Bear, it makes it comfortable for me to drive again.
  23. The cuddly Tiddy Bear is so comfortable and convenient to use, your whole family will love it.
  24. If you're in and out of your car all day like I am,
  25. you're really going to enjoy the comfort of the Tiddy Bear.
  26. Now you can have your own Tiddy Bear
  27. and eliminate those annoying shoulder strap pains.
  28. Comfort accessory only. Not a safety device.
  29. Order online at tiddybearcomfortstrap.com

Seasonal short

  1. Music plays. The Tiddy Bear logo appears with a seasonal headline.
  2. A driver sits buckled in, looking uncomfortable. Caption: "Long drive?" then "Shoulder belt feeling stiff?"
  3. A pink Tiddy Bear drops onto the shoulder belt. Caption: "Meet the Tiddy Bear." then "Wrap it around the shoulder belt and snap."
  4. Caption: "Check the belt moves and retracts normally."
  5. The bear rests on the shoulder belt and the driver smiles. Caption: "A soft comfort layer for every drive."
  6. Three panels: Drivers, Passengers, Gift givers. Caption: "For drivers and passengers."
  7. Caption: "Created by a breast cancer survivor. Soft plush, two in every pack. 30 day returns."
  8. Safety reminder: "Comfort accessory only. Not a safety device. Always wear your seat belt as directed by your vehicle manufacturer. Remove it if it changes how the belt fits or works."
  9. End card: two bears, pink and gold. "Two bears in every pack." with a seasonal gift message and tiddybearcomfortstrap.com.

Zero chill (funny)

  1. Upbeat music. A driver looks grumpy. Caption: "POV: your shoulder belt has zero chill."
  2. Record scratch, the picture freezes. Caption: "Not on my watch."
  3. A pink Tiddy Bear in a red cape flies in. Caption: "Tiddy Bear, reporting for duty."
  4. It lands on the shoulder belt with a SNAP, slides up and puts on sunglasses. Caption: "Snaps on. Slides over. Looks cute."
  5. The driver smiles and both bob to the music, with hearts floating up. Caption: "Every drive: vibe check passed."
  6. Cut to a frowning passenger. Caption: "Your passenger: Where's MINE?" A gold bear drops onto his belt and he smiles. Caption: "Two in every pack. Crisis averted."
  7. Safety reminder: "Comfort accessory only. Not a safety device. Always wear your seat belt as directed by your vehicle manufacturer."
  8. End card: Tiddy Bear logo and two bears. "Two in every pack. Keep one, give one. tiddybearcomfortstrap.com"
Tiddy Bear

Be part of the next chapter.

Two bears in every pack: one to keep, and one to give to someone who could use a little comfort.

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