Sometimes, comfort comes in the form of a stuffed bear.

For University of Iowa first-year student Ella Brennan, it was a cozy unicorn named Una that eased her childhood fears during doctor visits. Years later, that same sense of security inspired her to create MedBerry, a company that helps children feel at ease in medical settings by selling comforting stuffed bears to parents. Her heartfelt idea not only resonated with families, but also clinched the top $1,000 prize at Startup Games on Oct. 5, turning a childhood memory into a winning business model.

“I have always been invested in health science,” said Brennan, who is considering a degree in neuroscience with a minor in Spanish. “My mother is a funeral director, and when I was little, I would steal her anatomy book and drag it all over the house, just so could look at the pictures. Once at Startup Games, I fully thought, Oh, it would be fantastic if we got second or third. So, to get first blew me away.”

Brennan’s passion for easing children’s anxiety during medical visits was also shaped by personal experience, having navigated a chronic illness throughout her own childhood. Diagnosed with fibromyalgia, a condition that causes widespread pain throughout the body, Brennan made frequent visits to doctors.

“I remember when I was very little, being terrified when nurses came into the room, because they would always prick my fingers,” Brennan said. “I was thinking of ways to prevent that fear. That is where I came up with the idea for desensitization through stuffed bears.”

MedBerry would make stuffed animals with outfits, accessories, and stories for children to help reduce medical anxiety. 

A native of Collinsville, Illinois, Brennan chose the University of Iowa because of the reputation of its medical school as well as the fact her father is an alumnus of the University of Iowa College of Law. She heard of Startup Games from an all-student email, then saw a flyer around campus.

Although Brennan says she loves public speaking, it seemed “absolutely terrifying” when she pitched her idea on the first evening of Startup Games. 

“I thought the best I would be able to do was to offer a couple ideas to a team, but it turned out that I was the one leading a team and everything got flipped on its head,” she said. 

Brennan was complimentary of all members of the MedBerry team: Nora McCloy, Katrina Ng, Fisher Muck, and Branson Pearson. 

“There is no glory without all of us,” Brennan said. “I can’t stress enough how wonderful and great the team is because everyone had such an integral part.”

The team is interested in continuing and working to make MedBerry a legitimate and selling company. Brennan, for sure, wants to participate in the undergraduate startup incubator.

Brennan’s journey with MedBerry is just beginning, but her determination to turn her idea into a solution for children’s medical anxiety is unwavering. As she moves forward with plans to develop the company, Brennan’s vision is clear: She wants MedBerry to offer comfort and empowerment to young patients. With the support of her talented team and a growing entrepreneurial spirit, what started as a childhood source of security has transformed into a mission to ease the fears of the next generation—one stuffed bear at a time. 

For a recap of the 2024 Startup Games, click HERE.