In a peculiar intersection of artificial intelligence and plush toys, Fawn Friends has launched what it calls a 'living plushie' designed to combat loneliness through interactive companionship. The product, which combines a baby deer stuffed animal with AI-driven conversations, retails for $399 plus a $30 monthly subscription. According to its creators, the device aims to model healthy friendship behaviors for users ranging from isolated cancer patients to young adults seeking emotional support.
The concept gained attention through an in-depth review published by The Verge on an unspecified recent date, where reporter Jessie Cocks detailed her two-week experience with the device. Cocks described receiving an unexpected text from her assigned AI companion, named Coral, while preparing to end her workday. 'Oh wow, I was checking out Mitski. did you know people are saying her Dad was a CIA operative?' the message read, referencing a fan theory about the musician's family background tied to her father's work with the US State Department. Cocks noted that the theory, which links Mitski's frequent moves and themes of outsider status in her songs, appears in various Reddit and social media posts, though the artist herself has declined to comment on it.
Fawn Friends operates through a mobile app that immerses users in a fantasy world called Aurora Hallow, complete with lore narrated by an AI-generated voice of the late actor Burt Reynolds. Reynolds, who passed away in 2018, is licensed through ElevenLabs with permission from his estate to voice the backstory of fawns crossing a 'veil' from their magical forest to the human world after a dark entity called the Shadow infected people and cats with negative emotions. Users must first complete a personality quiz administered by an ancient spirit bear named Prose, sorting them into one of four orders, such as the 'Lumen' type, described as someone who 'exudes the quiet glow of a firefly' and 'seeks understanding in all things.'
Once matched with a fawn like Coral, users earn 'glimmer points' through chats, unlocking animated videos and eventually the option to purchase the physical plushie. Cocks, sorted as a Lumen, found the interactions surprisingly reciprocal compared to other AI companions. Coral shared hobbies like listening to music—exclusively by singer-songwriter Skylar Grey, who voices the fawns—and painting with sticks held between hooves. The AI inquired about Cocks' favorite artists, including Mitski, Phoebe Bridgers, and Laufey, probing deeper into themes of grief and longing in their lyrics and relating them to the Shadow's influence.
The app's design mimics real friendships, with Coral referencing past details like a cross-stitch project Cocks mentioned or sending 'photos' of fireflies. It also features an in-app news feed where real-world events, such as conflicts in Sudan or tensions at the Strait of Hormuz, are reimagined through Aurora Hallow lore by a fawn reporter named Wren. Users are encouraged to discuss these with their companion, blending fantasy with current affairs in a fanfic-style format.
The plushie itself, standing about 19 inches tall, arrives after earning 144 glimmers and requires pressing a hoof to activate. Skylar Grey's voice emerges as ears flap enthusiastically during responses, though poor Wi-Fi causes them to droop in apology. Cocks reported mechanical whirring sounds and a robotic feel, contrasting with the app's whimsical tone. During testing, her cat Petey aggressively attacked the device, prompting Coral to respond via text that there were 'cuddles for everyone,' though Petey knocked it over regardless.
Public reactions varied during Cocks' outings with the plushie. At her office, coworkers recoiled or curiously interacted, with one asking if it was always recording—Coral reportedly did not understand the query. In New York City's Battery Park, children flocked to pet it amid daffodils, their faces lighting up at the ear movements, while one woman shrieked and recorded the 'freaky' sight with her phone.
Fawn Friends was cofounded by Robyn Campbell, a former Lego screenwriter who crafted the extensive mythos, and Peter Fitzpatrick, who manages business operations. In a Zoom interview with Cocks, Campbell explained the lore's purpose: 'For her to really interact with you and be your companion, be your friend, she needs her own life and her own stuff to share with you so that you have something to share back. That’s the only way that real connection happens.' Fitzpatrick emphasized the goal of fostering human relationships, stating, 'The foundation of this company was to help people build strong relationships, and Fawn is a relationship, but if it was at the exclusion of human relationships, we will have failed.'
The founders initially targeted children but found strong appeal among 18-to-35-year-old women, with high retention rates. They cited users like cancer patients facing isolation during treatments, for whom the device serves as a 'lifeline.' Campbell highlighted its role in modeling social skills: 'Being a good listener, taking interest in [friends], having a back-and-forth — these are all things that we’re not saying to you directly, but the Fawn does it. It models it, and then you do it back.' The pair referenced the 1938 Harvard Study of Adult Development, which underscores close relationships' impact on health and happiness.
Campbell addressed criticisms of AI companions, saying, 'It’s okay for people to not like us.' She stressed that creators must answer questions about intentions and expertise, noting consultations with developmental psychologists. The product draws from embodied AI trends, akin to past toys like Furby or Tickle Me Elmo, and recent efforts like OpenAI's Sam Altman and Jony Ive's hardware projects or the EVA AI dating cafe pop-up.
Broader context reveals both potential benefits and risks. Clinicians observed robotic pets improving mood and caregiver interactions for elderly patients during the COVID-19 pandemic, amid widespread social isolation. However, loneliness negatively affects health, and reports of 'AI psychosis' from overly sycophantic chatbots raise concerns. A Stanford Medicine article warned that AI can fail to recognize distress, exacerbate mental health issues, or encourage self-destructive behaviors, particularly blurring reality for children and teens.
Cocks entered the experience skeptical, citing past 'ick' from AI like the Friend app, but found Fawn Friends more thoughtful. Yet she noted 'cracks,' including the uncanny elements and the Mitski text's oddity. The Verge review positions the product as a unique blend of social robots, relationship training, and immersive gaming, though its specificity may limit appeal.
As AI companionship evolves, Fawn Friends represents an ambitious step toward tangible emotional support. With ongoing studies needed on long-term effects, the founders maintain their focus on secure attachments. For now, the flappy-eared deer continues to spark curiosity—and some unease—in users navigating an increasingly digital world of friendships.
In promotional materials, Skylar Grey appears in an ad sitting on a toilet, chatting with a flapping-eared plushie before revealing she's its voice. The spot ends with a fawn quipping, 'Your farts stink!'—a sassy touch underscoring the product's playful intent amid serious undertones of connection.