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.
阿曼达·霍普不敢想象自己在 Jellycat 毛绒玩具上的花费,但她估计应该超过了 3000 英镑。阿曼达是越来越多给自己买玩具的成年人之一。
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.
而且,不仅仅是 Jellycat,还有乐高积木和 Sonny Angel 玩偶也充斥着 TikTok 的推送页面,大家会在上面发布自己自己最新购入的玩具视频。
One in five toys and games is now bought by over-18s for themselves, according to toy industry research group Circana.
根据玩具行业研究机构 Circana 的数据显示,目前五分之一的玩具和游戏是 18 岁以上的成年人自己购买的。
The research found buying collectibles had positive mental health benefits that helped adults cope with turmoil.
研究发现,购买这类收藏玩具对心理健康有积极影响,能帮助成年人应对生活压力。
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.
不过,这些玩具可不便宜。Jellycat 的价格从 11 英镑到 700 多英镑不等,而乐高成人礼盒套装的价格更是高达 730 英镑。
"The popularity of Sonny Angel and Jellycat illustrates the growing kidult trend, " says Susannah Streeter, head of money and markets at Hargreaves Lansdown.
“Sonny Angel 和 Jellycat 的流行展示了‘大小孩’趋势的兴起,”Hargreaves Lansdown 公司财经市场负责人苏珊娜·斯特里特表示。
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".
斯特里特认为,“对于加入粉丝圈的渴望”推动着这些玩具的销售,并“在成年生活的压力中”激发了对怀旧的需求。
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.
23 岁的埃勒·琳恩估计自己已在 Jellycat 上花费了 2300 英镑,还在乐高上花费了约 500 英镑。“我觉得乐高的拼搭过程非常治愈,能帮我在繁忙且高压的一天后放松心情。”埃尔说。她是一名项目协调员。
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.
分析公司 Circana 的玩具业务执行总监梅丽莎·西蒙兹提到,“大小孩”的趋势看起来没有减缓的迹象。她提到 Ty、Aurora 和 Posh Paws,都是未来值得关注的毛绒玩具品牌。