Gen Z is logging into Webkinz like it’s 2007 for emotional support. Once the reigning plush toy of the mid-2000s, came with a code for digital versions of each pet to play games and care for them online. Now, Webkinz is finding new life on TikTok as nostalgic Millennials and Gen Z dig up childhood accounts or start new virtual lives from scratch. The hashtag #Webkinz has surged to 60K videos, with users showing off old rare plushies like the Chocolate Lab or Love Frog—some of which are now reselling for up to $100. Many are revisiting the brand’s signature online world, playing games for coins and feeding their virtual pets just like they did as kids, reminding them of simpler times. As one creator put it, “We’re all just redecorating our virtual rooms to feel something again.” Webkinz’s comeback is another iteration of digital nostalgia as a comfort for these gens, which we’ve seen trending alongside a broader “kidulting” movement. (Rolling Stone)
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