Cuddle Parties: coming to a street near you?

A huge hug helps ease tension, say doctors. Cuddles can lower blood pressure and boost levels of relaxing feel-good hormones. And it seems we're not getting enough of this non-medicinal, anti-stress tonic.

Spotting a gap in the market, 'cuddle parties' were started in the US by relationship coaches Reid Mihalko and Marcia Baczynski. And now they're coming to Britain.

So, what is a cuddle party? Basically a pyjama party for adults without the sex and booze. Forget the bottle of wine - just pack your pyjamas.

Or, according to the Cuddle Party website: "Workshops for people to rediscover non-sexual touch and affection, a space to reframe assumptions about men and women, and a great networking event to meet new friends, roommates, business partners and significant others."

Turn up, pay 30 quid and then get stuck into some sex-free canoodling. A 'Cuddle Lifeguard' watches over the throng to ensure there's no hanky-panky. It's a place for safe, pleasant and welcoming touching, say Mihalko and Baczynski.

Researchers at the University of North Carolina back up the positive benefits of cuddling. Their studies showed that hugging induces positive physiological and emotional changes in the body, and 20 seconds was enough to boost levels of oxytocin, which improves heart function. Hugging also reduces levels of the stress hormone cortisol, which is associated with anxiety, physical tension, anger and weaker immunity.

Find a Cuddle Party near you.

Or learn more about the world of hugging at Free Hugs.