Licensing agency Brandberry has launched the new social expressions brand Beary Sweet with an innovative promotional campaign.

The company has handed out 144 stuffed bears to strangers in the U.S., which they are referring to as getting "sprinkled," with the request that they pass the bear along after three days. Brandberry is inviting recipients to share their stories of receiving or giving the bear on social media with the hashtag #bearysweat.