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Toys for adults have become a multi-billion dollar industry and growing…
In 2025, the toy industry is seeing a surprising shift, toys aren’t just for kids anymore. Driven by Gen Z’s mix of nostalgia, mental health awareness, and a desire for meaningful play, the adult toy and collectible market is booming. Brands like Jellycat, Labubu, and new favorites such as Crybaby are leading the charge, offering comfort, collectibility, and emotional resonance for a generation seeking joy in small, tactile experiences.
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Jellycat, the British plush toy brand, has become a cultural touchstone for Gen Z. Known for its ultra-soft plush designs and whimsical characters, Jellycat appeals not just to children but to young adults craving comfort. Limited-edition releases, soft textures, and quirky designs make them a must-have, while social media buzz—especially on TikTok—fuels the frenzy, with thousands of posts showing collections and trades. These toys aren’t just playthings; they’re emotional anchors in an unpredictable world.
Pop Mart’s Labubu, with its mischievous rabbit-like grin, continues to dominate the collectible toy market. Its blind-box format drives repeat purchases and collecting habits, turning casual buyers into devoted fans. Alongside Labubu, the Crybaby line has emerged, offering characters that express a wide range of emotions. This focus on feelings resonates with Gen Z’s emphasis on mental health and emotional expression, while the rarity of certain figures fuels excitement and social sharing.
Adult-focused LEGO sets are also experiencing a renaissance. Intricate builds like the LEGO Ninjago and LEGO Creator sets provide stress relief, creative stimulation, and a dose of “newstalgia”—a chance for adults to reconnect with childhood memories in a more sophisticated, satisfying way. Similarly, collectible designer figures, from anime characters to limited-edition art toys, offer exclusivity and aesthetic appeal, satisfying Gen Z’s desire for unique, culturally relevant items that also double as décor or status symbols.
Yes, cow-themed toys are trending. From interactive plushes like FurReal Maggie the Feed & Follow Cow to playful games such as “Cows in Space,” these whimsical designs appeal to Gen Z’s love for quirky, unconventional toys. They also highlight the fun, playful side of adult collecting, showing that not all toys need to be serious or display-only.
As the holiday season approaches, these toys are set to dominate gift lists. From Jellycat plushies to Labubu, Crybaby, LEGO sets, and designer figures, Gen Z is redefining what makes a meaningful gift. Small luxuries, nostalgic items, and interactive collectibles combine to create experiences that resonate deeply, making these toys some of the most sought-after items of the year.
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This movement is part of the larger “kidult” trend, where adults engage with toys for emotional comfort, creative expression, and nostalgia. Adults now account for nearly 28% of global toy sales, with the market expanding into a $114.4 billion industry. Plush toys, collectibles, and innovative new designs like Crybaby and designer figures offer solace, joy, and a sense of connection.
The adult toy and collectible market is more than a trend—it’s a cultural shift. Gen Z is embracing toys for comfort, creativity, and emotional expression, with brands like Jellycat, Labubu, Crybaby, LEGO, and designer figures leading the way. This holiday season, these items aren’t just toys—they’re expressions of identity, care, and the joy of rediscovering childhood magic in an adult world.
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Sarah Johns
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