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Snuggle is a brand of fabric softener sold by Henkel North American Consumer Goods in the United States and Canada. The brand was launched in 1983 by Unilever. The product is available in sheets or liquid (in concentrate and non-concentrate forms).

Since 1983, the Snuggle bear has been the mascot for the Snuggle line of fabric softener. The puppet was created by Kermit Love. The voice was originally provided by Corinne Orr. In a 2006 radio interview, Micky Dolenz stated that he was the voice of Snuggle at that time. As of late 2009, the bear is voiced by Elena M. Schloss, a New York animation and commercial voice over actress.

History with the Macy's Parade

In 1987, Macy's partnered with Snuggle to help create a brand-new Snuggle Bear balloon. He measured in at 58 feet tall, 32 feet wide, and gobbled up 10,500 cubic feet of helium to help him float down the Parade route. He was featured in a small segment in the 1987 NBC Parade telecast, where it showcased him during his first test flight. He made subsequent appearances until 1994, when he was refurbished into Eben Bear, a classic Macy's creation.

In addition to appearing in the main Parade, he was moved to Disney's MGM Studio in December of 1992 to help celebrate Macy's New York Christmas, a Christmas event where many Macy's balloons were perched upon the Streets of America. After this event, he was shipped back to Macy's Studio. He also appeared as a walk-around character with a number of characters upon the 75 Parade Superstars float in 2001.