Sun, 09 Feb 2025

Sun, 09 Feb 2025 'I've spent more than £3,000 on Jellycats'

A rising number of adults are buying toys - we hear from so-called "kidults" who are splashing out thousands.

* £3,000+ spent on Jellycat soft toys by 36-year-old Amanda Hope, who loves their "cute and cuddly" faces.
* 1 in 5 toys and games bought by over-18s for themselves, according to Circana's research.
* Buying collectibles can have positive mental health benefits, helping adults cope with stress.
* Jellycat craze has made a big impact on the toy industry, with high demand and prices up to £700+.
* Sonny Angels dolls are also in high demand due to unboxing trend on TikTok.
* Retailers are capitalizing on the "kidult" trend, which is driven by nostalgia and desire for fandom universes.
* Collectors like Elle Lynn (23) spend thousands on Jellycats and Lego, finding it therapeutic and fun.
* Social media plays a big role in advertising and sales, with millions watching videos of unboxing experiences.
* The kidult trend shows no signs of slowing down, with brands like Ty, Aurora, and Posh Paws emerging as competitors.
* Falling toy sales overall are blamed on an "unsettled economy", while collectibles continue to thrive.
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