For the Cubs exists to bring comfort to people navigating life’s harder moments—whether you’re dealing with anxiety, ADHD, medical treatments, trauma, grief, or just feeling overstimulated or overwhelmed.

After 15 years of learning how to support herself through therapy, our founder Amy Vale deepened her understanding of emotional regulation during her training to become a foster parent. That’s when it all clicked: our ability to manage the tough stuff is deeply tied to how well our nervous system is supported. And sometimes, what we need is small, repetitive signals using sensory tools to help our body learn when it’s safe and okay to rest.

That’s what For the Cubs is all about—helping you find more comfort every day through tools designed to calm the body and mind. Our hero product, Percy the weighted bear, offers calming pressure and soft texture that mimic a hug—ideal for easing anxiety, quieting racing thoughts, or just taking the edge off a tough day.

And because comfort and calm should belong to every one, For the Cubs gives back to kids in foster care through our partner, One Simple Wish. We’re here to make sure that everyone—no matter their age or story—can feel safe, supported, and a little more at home in their mind and body.