Once considered to be products exclusively made for children, plush toy brands like Jellycat, Build-A-Bear, and Squishmallows are now seeing significant sales from millennial and Gen Z buyers. In 2024, more than 20 percent of all plush toy sales were made by adults purchasing for themselves. Post-pandemic stress, economic uncertainty, and the rise of self-care culture have all contributed to this shift. Plush toys are no longer framed as childish; instead, many see them as tools for comfort, emotional regulation, and even identity for people of all ages. This growing trend can be observed throughout contemporary consumer culture, ranging from Jellycat diners in New York to plush toys on fashion runways.
Brands have responded quickly by turning what used to be an impulse purchase into a luxury good. Jellycat, for instance, has leaned into high design and collectibility, pricing some items at $66 and others as high as $1,000. The UK’s toys-for-adults market is now estimated at £2 billion (around $2.6 million), and companies are using emotional branding and social media engagement to drive demand. Influencers post plushie hauls while retailers offer curated “adult-friendly” collections. In fact, even McDonald’s has reintroduced adult Happy Meals that come with collectible toys. Plush animals are now positioned alongside other lifestyle products designed to ease daily pressures, such as weighted blankets, self-care planners, and scented candles.
This shift signals an evolution in how adulthood is defined and marketed. Products once linked to childhood are being reframed as legitimate tools for adult well-being, not just indulgences or novelties. As brands adjust their messaging, they are tapping into a generation of buyers who view self-care as a serious and personal investment. This is less about immaturity and more about control: the ability to curate comfort on your own terms. As psychologist Dr. Rebecca Ray notes, “There’s less stigma around adults embracing joy and comfort in non-traditional ways, and if that means buying a cuddly toy, then why not?”
Questions:
- What are some reasons why plush toys are becoming more popular with adult consumers?
- How are companies responding to the increase in demand for plush toys among adults?
Sources: Leah Asmelash, “Jellycats Are Everywhere. Why Are We Suddenly So Obsessed,” CNN, April 6, 2025; Tanya Hennessy, “What’s Behind the Plushie Pandemic?” News.com.au, April 6, 2025.