The rise of the teddy bear adult.

I can't believe I'm about to reveal my biggest secret on the internet, but here goes... for as long as I can remember, I've slept with three stuffed toys.

Yep, me — a fully grown 30-year-old adult — still cuddles up to Grover, Mimi and Bunny every single night (in case you were wondering what their names were).

Naturally, I've kept this quiet over the years. When your friends are out here having babies, climbing corporate ladders and investing in property, admitting that you still sleep with plushies doesn't exactly scream functioning adult. 

It can come off as immature. Maybe even a little odd. And childish.

So why am I finally owning it? Well, turns out it's actually not that weird anymore. In fact, it's part of a full-blown trend. 

Enter: the world of the 'kidult'. 

Watch: Singer Lisa with giant Labubus. Post continues below.

A kidult is exactly what it sounds like — an adult (anyone over 12) who buys toys for themselves. It's a whole movement that's absolutely booming. Like, BOOMING.

Globally, the plush toy market is now largely driven by grown-up collectors, particularly Millennials and Gen Z. According to analytics firm Circana, adults now make up 28 per cent of all global toy sales, spending more than $1.5 billion on toys for themselves in just the last quarter of 2024.

Yep, you read that right. In fact, adults bought more toys than any other age group, even more than preschoolers. 

Image: Instagram/@lalalisa_m

The cult of Labubu.

When it comes to adult plushies, there's probably one name that comes to mind: Labubu.

These quirky plush "monsters" with pointy ears and nine jagged teeth have gone viral. Some people are reselling them for up to $700, with limited editions fetching as much as $4,500. Madness.

Created by Hong Kong artist Kasing Lung Wang Ning, Labubu has become a cultural icon. In 2024 alone, sales hit $415.2 million, which is a 726.6 per cent increase from the year before.

And the wildest part? You won't catch a child carrying one. Instead, you'll see celebrities like Bella Hadid, Dua Lipa and Rihanna dangling them from their designer handbags like status and fashion symbols.

Mamamia writer Chelsea Hui (a Labubu fan and owner) even wrote a whole story about them, which you can read here. 

There are also other ranges like Jelly Cats and Noodolls that have exploded in popularity too.

So, why are adults so obsessed?

If you've ever found yourself refreshing restock pages, joining waitlists or queuing for hours (or days) just to buy a plush toy (ahem, a Labubu) — and thought to yourself, 'What am I doing?' — it's OK.

There's actually a psychological explanation behind all of this.

Clinical psychologist Dr Maria-Elena Lukeides told Mamamia: "Psychologically, stuffed animals serve as what's called 'transitional objects' (a concept first coined by D.W. Winnicott), which refers to physical items that provide emotional security. It's almost like the 'security blankets' we all had as little kids."

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And it's deeply tied to nostalgia, too.

"For some adults, these toys can evoke nostalgia, reminding them of their childhoods and the good old days, which offers a soothing escape amongst overwhelming adult responsibilities. Similar to in childhood, the act of cuddling or having the soft toy around as a companion can create a sense of safety, and for some, even help to reduce anxiety."

You can think of plushies as the emotional equivalent of ASMR or adult colouring books — soothing, sensory and grounding.

At the same time, there's something deeper going on.

"I wonder if the new trend is another distraction from the horrors of the poly crises that are unfolding for us all — climate change, war, jobs and the lack of housing affordability, to name just a few," Owner and Principal Psychologist at Enriching Lives Psychology, Carly Dober said.

"These cute trends might be a self-soothing mechanism when the world feels very chaotic."

And really, can you blame anyone for wanting a little softness in their life right now?

Honestly, it all sounds about right. My plushies are my personal comfort system. When I'm tired, stressed or just done with being a functioning adult, curling up with them helps me switch off. It's like a guaranteed avenue to find peace. 

There's no denying that social media has added rocket fuel to the kidult trend.

"These items lend themselves to 'collectors editions' or 'limited editions', creating a sense of urgency or FOMO," explained Dr Lukeides. "They can feel exclusive, rare and thus more desirable because the online visibility of others getting their hands on them creates a sense of competition but also community. I think people are emotionally invested because they can create a sense of emotional security in a stressful world! Many people can become fixated because these toys can fulfil deep psychological needs for comfort, nostalgia and self-expression."

Image: instagram - @peachesnjellies.

In the case of plushies, social media's influence has actually been positive. What was once a behind-closed-doors comfort habit is now something to flaunt. No. Celebrate!

"Some adults use toys as a way to participate in communities, both online and offline, where play is reframed as a hobby or artistic pursuit, helping to avoid social stigma," Dober added. 

You can even build an entire Instagram aesthetic around plushies, which comes off as wholesome, adorable and damn impressive. I mean, if you own a Bashful Kara Bunny Jellycat or the Chestnut Cocoa Labubu, wow, you've got my FULL attention.

Whether you've got a plushy on your bed, a shelf full of Jellycats or a Labubu clipped to your favourite handbag — own it.

The kidult trend isn't just about cute toys. It's about comfort, nostalgia, identity and connection — a surprisingly human response to the chaos of modern adulthood.

So, cuddle that bunny. Clip that monster to your handbag. Share your collection online. You're not weird, odd or childish. You're just ahead of the curve. And that's damn impressive.

Do you own a Labubu, Jellycat or other plushy? Share your thoughts with us in the comments section below.

Feature image: Instagram @lalalalisa_m/@anitakkaur_.