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Kidults are being credited for Jellycat more than doubling their profits in 2024.

Oct 06 2025

Kidults are being credited for Jellycat more than doubling their profits in 2024. The British plushie brand has been popular online for years now, but 2024 profit reports show a 66% rise from 2023, up to $450M. Young adults investing in toys are a major part of that burst, with content on TikTok and pop-up experiences driving interest up constantly. The brand recognizes that nostalgia and comfort are powerful tools among adult buyers, who look to toys for not only reminders of childhood, but the mental health benefits of being playful. Adult consumers are of course bigger budget holders than kids—with Circana reporting toy sales in the U.S. were up 18% for the 18+ market in 2024. (CNBC)

👀 Read more from YPulse: Here Are Kidults’ Top 10 Favorite Toy Brands

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