Amanda Hope admits she has spent over £3,000 on her collection of Jellycat soft toys, expressing their appeal: "They are just so cute and cuddly." The 36-year-old software specialist from Surrey is among the increasing number of adults indulging in toy purchases for themselves.
The trend extends beyond Jellycats, with Lego and Sonny Angels captivating social media platforms like TikTok, where enthusiasts showcase their latest acquisitions. Research indicates that collecting toys offers adults a beneficial outlet for managing stress and enhancing mental wellbeing.
Despite the hefty price tags—ranging from £11 to over £700 for Jellycats and up to £730 for adult Lego sets—many adults are drawn to these purchases. Susannah Streeter, a retail sector expert, attributes this consumer behavior to the rising "kidult" trend and a desire for nostalgia amid grown-up responsibilities.
Elle Lynn, a 23-year-old project coordinator, finds solace in building Lego sets, which she considers therapeutic and a means to unwind from daily pressures. She points out the cost factor as a limitation to expanding her Lego collection but emphasizes the joy of creating favorite characters.
Jellycats' success has led to innovative marketing strategies like interactive pop-up experiences, such as the "fish and chips" themed toys exclusive to Selfridges. Amanda's visits to these pop-ups exemplify fans' dedication to the brand, with social media amplifying the allure of these quirky collectibles.
Social media's influence on toy trends is evident, as highlighted by toy industry analysts like Melissa Symonds. Brands are leveraging platforms like TikTok to engage with consumers, drive sales, and revive interest in traditional favorites, creating a vibrant market for collectible toys.
The allure of Jellycats and Sonny Angels, akin to the Beanie Babies craze of the '90s, underscores the enduring appeal of collecting and displaying whimsical toys. Jessica from Ipswich, an avid Jellycat collector, shares her enthusiasm for adding new pieces to her collection, drawing parallels between her soft toys and the nostalgia-inducing Beanie Babies.
As the demand for collectible toys continues to soar, resale markets thrive, with sought-after items commanding higher prices. Susannah Streeter notes the impact of scarcity on pricing, a phenomenon Jessica experienced when acquiring a viral Jellycat through a resale platform.
Despite the intense competition in the plush toy market, Jellycat remains a standout brand for its universal appeal across age groups and premium quality. Industry experts anticipate upcoming trends from brands like Ty, Aurora, and Posh Paws to further invigorate the collectibles market, catering to the enduring appeal of toys among adults.