For Gen Z and Millennials, plushies are a must-have. Gen Z is now known for shaping toy market trends, and stuffed animals are their go-to purchase. For many, plushie collecting serves as a comforting way to cope with the pressures of adulthood, offering a nostalgic sense of security, whether they’re holding on to a cherished childhood plushie or building a pile of Squishmallows. For others, it’s all about the aesthetic appeal. According to Circana, customers over 18-years-old accounted for more than $1B in toy sales during the last three months of 2024. This makes them the most significant age group in the industry, even surpassing purchases made for 3-5-year-olds. (Business Insider)
📊 YPulse data: 23% of 18-24-year-olds still play with stuffed toys
