TWO successful product designers are encouraging children to delve into the world of imaginative role play with their cuddly, furry, animal-friendly entrepreneurial venture.

Hug-mi, the huggable backpack, is the first product to be launched by newly-formed Knutsford-based company Havoc Ltd.

The company has been set up by Carol Smith, 53, and Daniel Cooper, 42, who have a wealth of product design and development expertise, having worked for global giants such as Nike and Reebok.

For their first project, the duo set themselves a challenge of creating a product that would engage children and allow them to take a favourite character or animal everywhere with them in the form of a practical bag that can convert to a costume.

They also wanted to help give children a sense of responsibility for the character and some awareness of the animal it's based on – and so Hug-mi was born.

Father-of-two Dan, who also owns a ‘glamping’ retreat in Spain, said: “The Hug-mi packs are designed to get kids off screens and back into imaginative role play. It’s all about the ‘Hugs’, plus we adopt animals for each Hug-mi character we create.

“For example, for Koh-mi the Koala, we have adopted a Koala called Crestwood Matilda, who is taken care of in a sanctuary run by volunteers in New South Wales, Australia.”

Havoc has launched four cuddly characters so far - Oso-mi the cuddly Grizzly Bear, Sno-mi the cool Polar Bear, Pan-mi the gentle Panda Bear and Koh-mi the loveable Koala Bear.

The pair are using Kickstarter.com as a platform for their start-up brand.  All backers will receive a reward for pledges over £5 and pledges will only be charged if the project is successful.  

Carol and Dan have set a goal of £20,000 to help secure a shipment from their manufacturer and all funds received will go towards this shipment.

Mum-of-two Carol said: “We have a set number of days in which to reach the goal and this is why we need lots of backers to help us succeed. If the goal isn’t reached in the set time the project is unsuccessful.

“Please help us get our Hug-mi out there.”

For more information or to pledge, visit kickstarter.com and search Hug-mi. Early orders can be made by visiting ani-mi.com.