Jellycat, Lego, Sonny Angels: Why adults are forking out on toys

Amanda Hope dreads to assume how a lot she has spent on her assortment of Jellycat delicate toys however reckons it is greater than £3,000.

“They’re simply so cute and cuddly,” the 36-year-old software program specialist from Surrey says. “There’s something so irresistible about their completely satisfied little faces!”

Amanda is one in every of a rising variety of adults shopping for toys for themselves.

And it is not simply Jellycats, it is also the likes of Lego plastic bricks and Sonny Angels dolls filling up TikTok feeds as folks publish movies of their newest purchases.

One in 5 toys and video games is now purchased by over-18s for themselves, based on toy industry research group Circana.

The analysis discovered shopping for collectibles had constructive psychological well being advantages that helped adults deal with turmoil.

From eggs with faces to smiley espresso cups, the Jellycat craze has made a big effect on the toy business and a TikTok development for unboxing Sonny Angels has put the tiny dolls in excessive demand.

These toys do not essentially come low cost although. Jellycats vary in value from £11 to over £700, whereas Lego present units for adults can price as a lot as £730.

So why are so many adults spending their disposable earnings on toys?

“The recognition of Sonny Angel and Jellycat illustrates the rising kidult development,” says Susannah Streeter, head of cash and markets at Hargreaves Lansdown, who has lined the retail sector for a few years.

“Though globally toy gross sales noticed a small 0.6% decline general in 2024, collectible toys noticed document gross sales.”

Sonny Angels are offered in blind containers so clients by no means know what they are going to get and due to this fact might purchase extra.

Ms Streeter thinks “a want to be a part of a fandom universe” is fuelling gross sales and the necessity for nostalgia “amid the stresses of maturity”.

Elle Lynn, 23, estimates she’s spent £2,300 on her Jellycat assortment and round £500 gathering Lego.

She thinks the constructing facet of Lego will help adults change off from their hectic lives.

“I discover it fairly therapeutic to construct. It helps me change off from a busy high-stress day,” says Elle, who works as a venture co-ordinator.

“And it is enjoyable to have a few of your favorite characters.”

Elle says she would in all probability have extra Lego if it weren’t for the price.

“For a few of the bigger Lego units they do have a tendency to return at a bigger value so they are not as simply attainable,” she says.

In addition to simply promoting the toys, Jellycats has began placing on pop-up “experiences”. At present at London’s Selfridges you should buy unique fish and chips delicate toys, offered to you by an assistant pretending to fry and put salt and vinegar in your chosen teddies.

Amanda visited the pop-up twice, as soon as for herself and as soon as to get a gift for a good friend.

Movies of such experiences have thousands and thousands of views on-line, with followers primarily promoting to one another – the identical applies to the Sonny Angel unboxing development.

Melissa Symonds, govt director of toys at analysts Circana, thinks social media is enjoying an enormous function in toy promoting and gross sales.

“Thousands and thousands of persons are watching social media,” she says.

“They’re rediscovering outdated favourites and even manufacturers which can be changing into concerned within the present developments are beginning to drive footfall by way of consciousness on social media.”

Twenty-two-year-old Jessica buys Jellycats often and has constructed up a group value over £1,000, which she posts about on TikTok.

“On payday I deal with myself to at least one or two, and some extra by way of the month,” says the gross sales assistant from Ipswich.

“Once I’ve had a nasty day and I do know a Jellycat is on its means, I sit up for seeing it in actual life and including it to my overflowing shelf.”

She likens the delicate toys to Ty Beanie Infants, one of many largest toy developments of the Nineteen Nineties.

“I really feel just like the enjoyable of gathering and displaying the 2 are comparable.”

Each Jellycats and Sonny Angels typically promote out rapidly with retailers.

“This in flip pushes up the costs which may be charged in personal resales,” says Susannah Streeter.

That is one thing Jessica skilled when she wished to purchase the peach Jellycat that went viral final 12 months however could not discover it in inventory wherever.

She ended up paying double the worth for it on Vinted, and thinks you should not be allowed to resell toys on-line for sky-high costs.

Based on Melissa Symonds from Circana, the kidult development is exhibiting no indicators of slowing down.

Whereas she thinks that Jellycat stands out for managing “to hit that candy spot of getting collectibles throughout all ages but additionally interesting to adults and at a reasonably premium pricing”, she says there are different manufacturers snapping at its heels.

She factors to Ty, Aurora and Posh Paws as those to observe for upcoming plush toys.