“Kidults” are embracing their childhood comforts, particularly stuffed animals and blankets. Research shows that 40% of adults now sleep with stuffed animals, highlighting a shift towards the acceptance of grownups keeping their childhood toys. Now, the stuffed animal market has grown from over $1B to more than $2B, largely fueled by 18-24-year-olds. Experts have found that cuddling with stuffed animals can aid in relaxation and sleep and serve as a way to reconnect with childhood memories. This trend saw a spike during the pandemic, as many young adults turned to brands like Squishmallows, and more recently Jellycats. But it’s not just stuffed animals; many adults are also holding onto childhood blankets for comfort, indicating the yearning for the security and warmth of their younger years. (Yahoo Life)
📊 YPulse data: 23% of 18-24-year-olds still play with stuffed toys
