Grown-ups deserve stuffed-animals too

Whether it takes the form of a soft teddy bear, the remnants of an old scarf, or a little figure, the plush toy is a source of solace that transcends borders, social classes, and even the law of aging. While the birth rate in France is declining, toy sales are not. Over the past 12 months, purchases made by consumers aged 12 and over reportedly accounted for 29% of total toy sales revenue. Cuddly toys sales alone have soared by 14% during this period, reaching 50 million euros. These sales have been driven by "kidults," adults with Peter Pan syndrome who are not quite ready to leave behind these comforting objects they once clung to in the face of monsters or during moments of emotional need. Today, for Gen-Z members, anxiety has replaced childhood monsters, amplifying the need for comfort. In this socio-political climate, a plush toy shaped like a smiling cupcake tops the wish list of 18-25-year-olds.

According to a mental health report released last June, 42% of 18-25-year-olds identify as having a mental health disorder, while 32% of social media users within this group report feeling unwell, with 45% saying they have experienced online harassment. These issues worsen yearly: in 2020, there were 50 weekly emergency room visits by 18-25-year-olds for "suicidal ideation." Today, that number has tripled. Some 59% frequently feel "exhausted, lacking energy," 58% feel "anxious," and 48% describe themselves as "often sad or depressed." This growing discomfort is likely attributed to the pandemic, the anxiety it sparked, and loneliness, with young adults aged 18-24 being most affected (27%), compared to 20% among 25-34-year-olds.

Wanting to cling to a comfort object during challenging times is therefore understandable. This trend is supported by today’s plush toy market, offering increasingly cute and aesthetic options. Brands like Jellycat, which have gone viral on TikTok, offer plushies seemingly more suited for adults than children, who might not fully appreciate their cuteness. Alongside Jellycat, the plush toys from Miniso, a Chinese retailer specializing in cosmetics, stationery, and toys, have also won over Gen-Z. Thankfully, in these difficult times, the arrival of these adorable creatures has ushered in the de-stigmatization of stuffed-animals.

"Today, there’s no shame, and it’s completely accepted—it wasn’t like this before," says Sandra Callahan, general manager of Gipsy Toys, a French plush toy distributor. While society values independence and discourages emotional vulnerability, relying on a stuffed-animal can ironically be an act of autonomy, allowing its owner to self-soothe rather than project problems onto others. Moreover, the disappearance of rites of passage from childhood to adulthood has left many confused about whether it’s time to say goodbye to their plushie—or whether they need it now more than ever. This embrace of comfort objects among adults reminds us that even at 80, our inner child will always be there, deserving care as we would give our six-year-old selves. So go ahead and buy that pickle-shaped plush toy you've been eyeing, even if it costs €25—and grab the hamburger-shaped one, too, if it makes you happy.