Leadelle Parish, from Orem, Utah, is on a mission to change the way children experience stress, anxiety, and emotional overwhelm. Drawing from her experience with therapeutic practices and inspired by the needs she saw in her own grandchildren, Parish created SOS Play, a startup delivering calming therapies through kid-friendly, comforting toys. She is now growing the business as a member of the Master of Business Creation (MBC) Online program at the University of Utah’s David Eccles School of Business.
The company’s flagship product, the Buzzy Buddy, is a soft, plush bear designed to deliver bilateral stimulation, a soothing therapeutic technique commonly used to reduce stress and support emotional regulation. Portable, washable, and created specifically with children in mind, the Buzzy Buddy stands apart as the first product of its kind to make this therapy accessible anytime and anywhere.
“I originally wanted to buy something like this, but nothing existed,” Parish said. “I use bilateral stimulation myself, and I saw how much it helped my grandchildren during tough moments. I wanted kids to have instant access to that same comfort, on demand and in a form they naturally connect with.”
That insight sparked a product that is already gaining traction. SOS Play has begun accepting pre-orders, and the Buzzy Buddy bears are selling as families, therapists, and caregivers recognize the need for an easy-to-use, child-centered therapeutic tool.
Looking ahead, Parish envisions SOS Play as much more than a single product startup. “I want to offer novel, kid-friendly delivery systems for several beneficial therapies,” she said. “This bear is just the beginning.”
Parish enrolled in the Master of Business Creation program at the University of Utah to fully capture the opportunity she discovered. The program’s structured guidance, combined with hands-on mentoring, has provided essential support. “The MBC program is giving me a solid foundation in organization, finance, strategy, marketing, and sales,” she said. “It’s helping me build SOS Play the right way.”
She also highlighted the value of the online track of the MBC, expressing appreciation for its flexibility and the chance to learn from successful mentors. Her mentor, Lyda Bigelow from the Department of Entrepreneurship & Strategy at the David Eccles School of Business, has played an influential role. “The dynamic nature of a startup can feel overwhelming,” Parish said. “Being able to ask questions, and being asked insightful questions in return, has been incredibly helpful. She brings experience I can learn from.”
As SOS Play grows, Parish remains driven by one core goal: helping children feel safe, supported, and soothed in moments when they need it most. With the Buzzy Buddy already resonating with families, her vision for therapeutic play is well underway.
Learn more at sosplay.com
