'I've spent more than £3,000 on Jellycats'

社会
2 min read
2026-04-11
Guide
在快节奏的现代生活中,人们越来越注重情绪价值的消费,愿意为“让自己开心”买单。从美食、音乐到各种疗愈服务,消费者们不断寻找着能够带来心灵平静的方式。不少成年人还将目光投向了更柔软的角落:有人为憨态可掬的兔子玩偶豪掷千金,有人将卧室改造成积木展示馆。从 Jellycat 毛绒玩具到乐高积木,这些看似孩童的玩具却成为了许多成年人的心头好。当玩具不再是孩童专属,这场逆龄消费浪潮究竟投射着怎样的集体心理?今天,让我们和 Jamie 一起回顾这篇首次发布于 2025 年 2 月 27 日的文章吧。
Poster

Amanda Hope dreads to think how much she has spent on her collection of Jellycat soft toys but reckons it's more than £3, 000. Amanda is one of a rising number of adults buying toys for themselves.

And it's not just Jellycats, it's also the likes of Lego plastic bricks and Sonny Angels dolls filling up TikTok feeds as people post videos of their latest purchases.

One in five toys and games is now bought by over-18s for themselves, according to toy industry research group Circana.

The research found buying collectibles had positive mental health benefits that helped adults cope with turmoil.

These toys don't necessarily come cheap though. Jellycats range in price from £11 to over £700, while Lego gift sets for adults can cost as much as £730.

"The popularity of Sonny Angel and Jellycat illustrates the growing kidult trend, " says Susannah Streeter, head of money and markets at Hargreaves Lansdown.

Ms Streeter thinks "a desire to be part of a fandom universe" is fuelling sales and the need for nostalgia "amid the stresses of adulthood".

Elle Lynn, 23, estimates she's spent £2, 300 on her Jellycat collection and around £500 collecting Lego. "I find it quite therapeutic to build. It helps me switch off from a busy high-stress day, " says Elle, who works as a project co-ordinator.

According to Melissa Symonds, executive director of toys at analysts Circana, the kidult trend is showing no signs of slowing down. She points to Ty, Aurora and Posh Paws as the ones to watch for upcoming plush toys.

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ECHO

'I've spent more than £3,000 on Jellycats'

2026-04-11

在快节奏的现代生活中,人们越来越注重情绪价值的消费,愿意为“让自己开心”买单。从美食、音乐到各种疗愈服务,消费者们不断寻找着能够带来心灵平静的方式。不少成年人还将目光投向了更柔软的角落:有人为憨态可掬的兔子玩偶豪掷千金,有人将卧室改造成积木展示馆。从 Jellycat 毛绒玩具到乐高积木,这些看似孩童的玩具却成为了许多成年人的心头好。当玩具不再是孩童专属,这场逆龄消费浪潮究竟投射着怎样的集体心理?今天,让我们和 Jamie 一起回顾这篇首次发布于 2025 年 2 月 27 日的文章吧。