Justin Baum: Bridging Creativity and Compassion with ZZZ Bears for Children of Military and First Responder Families
As a Creative Director and copywriter, Justin Baum spent his professional life crafting television commercials for some of the world’s biggest brands, working with global advertising agencies to bring stories to life. Over the years, he had the privilege of working on campaigns for household names like FedEx, Ford, Coke, Coffee-Mate, Lenovo, and the Miami Marlins. But while these projects have been exciting and fulfilling, they paled in comparison to his true passion project—ZZZ Bears, a business born from a deep desire to protect and comfort the children of our nation’s heroes.
An Introduction to the Marine Corps
In 2005, Justin embarked on a new chapter in his career, joining JWT, the long-term advertising agency for the United States Marine Corps. My knowledge of the Marines was limited, to say the least—so limited that I pronounced the “P” in Marine Corps on my very first day. Despite this inauspicious start, he quickly found himself immersed in the world of the Marines, meeting hundreds of service members and their families over the next seven years.
From flying in Ospreys to firing M16s, he gained a firsthand appreciation for the dedication and sacrifice of these remarkable individuals. I witnessed the transformative power of boot camp, observed Officer Candidate School (OCS), and attended graduation ceremonies that brought tears to my eyes. Presenting to four-star Generals in the Pentagon and Quantico and visiting nearly every Marine base in the U.S. deepened my respect for the Marine Corps and the bonds that unite its members.
The Birth of a Bear and a Mission
During one of his trips to a Marine base, he picked up a small gift for my then 5-year-old daughter from the Marine Exchange. She was struggling with the typical childhood fears—bad dreams, fear of the dark, and monsters under the bed. In an effort to comfort her, he brought home a Marine teddy bear and, in a moment of inspiration, spun a tale that would change everything:
“This is Marine Bear,” I told her. “For 200 years, he’s protected our nation.
And now he’s going to protect you while you sleep.”
“What if he falls asleep?” she asked.
“He’s a Marine,” I assured her. “He would never fail his mission!”
With the Marine Bear standing guard that night, his daughter slept soundly for the first time in weeks. At that moment, he realized that this simple teddy bear could offer the same comfort and protection to thousands of other children, especially those in military families with parents deployed overseas.
Building ZZZ Bears: From Passion Project to Nationwide Phenomenon
In 2015, Justin launched ZZZ Bears, initially as a side hustle fueled by passion and purpose. The idea quickly gained traction within the military community. The organization secured placements for its bears in Marine Corps, Navy, and Coast Guard exchanges, and before long, they were on the shelves of Targets nationwide.
The real breakthrough came when ZZZ Bears was featured on The View, catapulting the brand into the spotlight. Demand surged, and what began as a small operation in his living room quickly grew into something much larger. ZZZ Bears moved into a warehouse and partnered with a fulfillment center to keep up with the orders.
Giving Back: A Mission of Service
One of the most rewarding aspects of ZZZ Bears has been our partnership with the Tragedy Assistance Program for Survivors (TAPS).
TAPS is a nonprofit organization that provides care and support to those grieving the loss of a military loved one. This non-profit offers a wide range of services, including peer-based emotional support, grief and trauma resources, and access to professional counseling. TAPS is dedicated to ensuring that the families of fallen military service members receive the support they need to navigate their grief and honor the legacy of their loved ones.
Through this partnership, ZZZ Bears donate bears monthly to the children of fallen heroes. There are no limits to how many bears we donate—whatever is needed, we provide. This initiative is our way of honoring those who have made the ultimate sacrifice for our country and ensuring their children know they are never alone.
Expanding Our Mission: Beyond the Military
As ZZZ Bears grew, so did their mission. Justin expanded the product line to include bears for first responders and, following the pandemic, bears for healthcare workers. They also began offering personalized options like custom name and rank patches, which quickly became customer favorites.
Today, ZZZ Bears are sold primarily online. Still, they’ve also found homes in prestigious locations like the 9/11 Memorial Museum, the White House Gift Shop, and the National Museum of the U.S. Army. Every day, Justin receives emails from customers sharing stories of how our bears have touched their lives. One recent email from a mom stands out:
“My son loves his bear! When he opened the box, he screamed “DADDY!” Ever since his dad deployed, he sleeps with the bear every night. The bear protects him like his daddy protects us all. 10/10.”-Nicole West
A Commitment to Our Heroes and Their Families
ZZZ Bears is more than just a business—it’s a mission driven by a deep respect for the sacrifices made by service members and their loved ones. Their mission is clear: to provide comfort during deployments and to honor the service of those who protect our freedom. Justin and ZZZ Bears is committed to giving back, ensuring that every bear they create continues to make a difference.
You can find ZZZ bears below at their website and social media:
