From plushies like Labubu and Jellycat to dessert mascots like Butterbear, the kidulting craze is sweeping Asia. Adult consumers are embracing toys not just for nostalgia, but as emotional comfort objects—transforming childhood icons into cultural symbols.
This shift is more than a passing trend. The global soft toy market hit $12 billion in 2023, with adults making up 20% of Lego’s sales. In times of stress and instability, these soft, tactile items offer a soothing connection to simpler days. Brands like Popmart and Jellycat aren’t just selling toys—they’re offering emotional touchpoints, memory triggers, and self-expression tools.
Consumers now proudly display plushies as bag charms or collectibles, and brands are responding. Coca-Cola, Louis Vuitton, and Milo Singapore have launched limited-edition plushies to celebrate milestones or drive engagement—turning them into viral moments across TikTok and Instagram.
But not every brand should jump in. Plushie culture must align with your brand’s DNA. Ask: Do consumers associate your brand with childhood memories? Do your values resonate with whimsy, playfulness, or comfort?
As Ana Andjelic notes, toys and mascots act as shortcuts to fandom. But overuse or inauthentic attempts can backfire, making brands appear performative or opportunistic.
Kidulting is rooted in nostalgia, emotion, and sensory delight. Plushies are one path—but the broader opportunity lies in designing playful, comforting experiences across brand touchpoints. Look beyond toys to sounds, textures, and symbols that spark joy.
In a world craving softness, the smartest brands offer not just products—but moments of lightness, memory, and meaning.
