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, Continue reading
