Nostalgic plush toys shaped like food items are becoming increasingly popular among teenagers and young adults, revitalizing a toy industry facing challenges from declining birth rates. This trend, fueled by a desire for comfort and childhood connections, has led to significant sales growth, particularly in France. Brands like Jellycat have seen soaring sales, highlighting the appeal of plush toys as luxury items for all ages. The shift toward ‘kidult’ culture is reshaping the market, making stuffed toys a fashionable choice for adults.
The Rise of Nostalgic Plush Toys Among Young Adults
Stuffed toys shaped like croissants, strawberries, and doughnuts are witnessing a surge in popularity among teenagers and young adults, a trend that brings a much-needed boost to a toy industry grappling with declining birth rates. This shift has turned ‘kidults’ into a valuable market segment for toy manufacturers.
Why Are Young Adults Embracing Plush Toys?
Several factors contribute to this growing enthusiasm for nostalgic plush toys. Many young adults are seeking comfort and a connection to their childhood, alongside a desire to indulge themselves in playful purchases. Social media platforms, particularly TikTok, play a significant role in showcasing these toys, as highlighted by Frédérique Tutt, a toy market analyst at Circana.
Over the past year in France, consumers aged 12 and older accounted for 29% of total toy revenue—a remarkable increase for the sector. Plush toy sales experienced a notable growth of 14%, reaching 50 million euros, despite an otherwise sluggish market, according to Tutt’s insights.
Sandra Callahan, managing director of Gipsy Toys, emphasizes that “Stuffed toys are not just for children!” The stigma surrounding adult plush toy ownership has diminished, making it a trend embraced by many. This holiday season, Gipsy Toys is particularly focused on the ‘Little Corgi Cuties’ collection, which features adorable plush corgis paired with delightful food-themed accessories.
The trend for food-themed plush toys is on the rise, with brands like Jellycat reporting a dramatic increase in sales of their food-inspired stuffed animals. Sales for Jellycat have nearly quadrupled since 2019, nearing 200 million pounds sterling in 2023. This summer, they even launched a ‘pastry shop’ in Paris, showcasing plush macarons and other sweet treats, drawing in large crowds of eager customers.
As the holiday shopping season approaches, the pastry shop remains a hotspot. Young customers, like 12-year-old Lisa from London, are eagerly asking for plush desserts while their siblings embrace whimsical food-shaped toys. A sales associate noted that the pink macaron is a top seller, with long wait times on weekends as shoppers, primarily from abroad, come prepared to document their purchases for social media.
Jellycat’s strategy positions its plush toys as luxury items, with each piece carefully crafted and presented. Although the brand does not disclose exact sales figures, it highlights its appeal across all age groups, especially Generation Z and millennials, thanks to a playful and humorous approach to their designs.
Alain Joly, president of Doudou et Compagnie, points out that while the ‘kawaii’ trend—meaning cute in Japanese—has existed for some time, Jellycat’s recent success is revitalizing the entire plush toy category. With a notable decrease in birth rates, the market is shifting its focus towards appealing to the adult demographic, making ‘kidult’ culture the new norm in the plush toy industry.