Millennials and Gen Z aren’t outgrowing their stuffed animals — they’re doubling down.
Whether it’s a 5-foot plush goose from TikTok Shop or $25 Jellycat fish and chips, young adults are fueling the plushie boom. While toy sales dipped 1% in early 2024, that was an improvement from the 8% drop in 2023, thanks largely to adults buying toys for themselves, according to market research company Circana.
In the last quarter of 2024, purchases by those 18 and older totaled $1.5 billion — more than sales for toddlers. “While the toy industry is feeling the heat, it is ripe with opportunity,” said Juli Lennett, Circana’s vice president, in a statement to Business Insider.
Plushies, in particular, are on the rise, with a Mintel report showing stuffed toys rivaling Lego in popularity. “Plushies are kind of hot right now,” analyst Brian Benway told Business Insider.
Some see the trend as nostalgia-fueled stress relief; others call it a sign of delayed adulthood.
Social media has made it easier to embrace the habit.
“A lot of people are taking the approach that, well, I don’t care if other people think this is dumb,” Mr. Benway said.
Even celebrities are in on it.
“Lady Gaga posted a picture of her bed just absolutely covered in Squishmallows,” he said. “So if Lady Gaga can do that, anybody can.”
With the stuffed toy market projected to grow 8.2% annually through 2030, it seems adults won’t be letting go of their plushies soon.
