Christmas is just around the corner and if you’re a stuck on what to gift your Gen Z family members, a cuddly plush toy might be the answer this year.
2025 has proved that toys are not just for kids, as more young adults show off extensive collections of plushies. Experts say it signals a longing for community and a return to childhood.
The popularity has been driven by a manic craze for Labubu dolls — collectible toys produced by Chinese toy company Pop Mart — as well as for soft toys, also known as “Jellies,” designed by British brand Jellycat.
Brightly coloured stuffed animals and wide-eyed dolls can be seen lined up on walls or falling out of overstuffed shelves, in videos posted by Gen Z on TikTok.
The platform — which has become a barometer for Gen Z trends — is currently home to millions of videos showing young adults obsessed with plushies.
