In a world where adulthood often feels overwhelming and out of reach, a growing number of millennials are turning to plushies and cute collectibles as a way to heal their inner child and find joy in the midst of life’s complexities. This trend has given rise to a new subculture known as “kidults,” adults who revel in toys, games, and other forms of entertainment typically associated with children.
Meet Tan Peng Sing and Nicole Goh, a millennial couple from Singapore who share a deep love for plushies. With over 80 plushies in their collection, each toy holds a special significance for them. Goh, aged 31, estimates having around 20 plushies that she has acquired over the years, many of which were gifts from friends or Tan. On the other hand, Tan, aged 36, owns 63 plushies, with 30 of them dating back to his childhood, carefully preserved in vacuum-sealed bags.
One of the couple’s favorite brands is Qualia Tokyo, a Japanese gachapon brand known for its miniaturized versions of everyday objects like scissors, fries, poop, and microbes. Tan finds himself drawn to the brand’s quirky and unique collectibles, particularly those with minimal facial expressions and a simple “no thoughts, head empty” look. The plushies from Qualia Tokyo, with their dotted eyes and gentle smiles, never fail to brighten up their day.
The appeal of plushies goes beyond just aesthetics. Brands like Jellycat, a British soft toy company, have captured the hearts of children and adult collectors alike with their charming and diverse range of plushies. Jellycat gained global recognition following a pop-up event at Selfridges in London, where their plushies were displayed in a creative and interactive manner. Videos of Jellycat employees treating the plushies as real food items went viral, showcasing the joy and amusement these toys bring to customers, both young and old.
The rise of the “kidult” phenomenon among millennials reflects a deeper societal narrative, according to retail branding expert Tim Nash. Millennials, facing unique challenges and uncertainties in adulthood, are seeking ways to reconnect with simpler and more joyful times. The desire to own cute and nostalgic items is a way for them to find comfort and solace in a world that often feels overwhelming.
As the toy industry continues to evolve, brands are adapting to cater to the growing kidult market. Retail experiences are being reimagined to offer immersive and interactive spaces that resonate with customers on a deeper emotional level. Toys R Us, for example, has revamped its stores to focus on experiential retail, with blind boxes and collectibles taking center stage to engage customers of all ages.
The appeal of cute and nostalgic toys like plushies is not just a passing trend but a cultural correction, a way for adults to reclaim their right to play, be joyful, and embrace their inner child. In a world driven by digital productivity and efficiency, the tangible and tactile nature of toys reconnect us to the physical world and remind us of the simple pleasures of life. For kidults like Tan and Goh, the happiness and comfort that plushies bring are worth every penny spent.
In the end, it’s not about the functionality of a toy or its practicality—it’s about the joy and nostalgia it evokes, the memories it stirs, and the connection it fosters. As millennials continue to navigate the complexities of adulthood, the allure of cute stuff and plushies serves as a beacon of light, a reminder to embrace playfulness, find joy in the little things, and never lose touch with the childlike wonder within us.
