According to the latest data from Ryman, onsite searches for Squishmallows, a super-soft plush toy, have surged by a staggering 8,711%, while sales have increased by 53% this year. The trend is part of the ‘kidulting’ phenomenon, in which adults are embracing soft toys to escape from the pressures of everyday life by tapping into the nostalgia of childhood, say experts.
“It’s clear that the appeal of ‘kidulting’ is rapidly gaining momentum,” concurs Ryman’s head of marketing Chloe Danskin. “Our data suggests that shoppers are looking for comforting and nostalgic experiences in record numbers, with Squishmallows, in particular, appearing to fill the void. We’ve been amazed by the response to our range of the product which is in high demand.”
Each Squishmallow – a marshmallow-like stuffed animal – features a unique character and comes in various shapes and sizes. Since their introduction, the toys have gained a huge following among children and adults alike.
Adds Chloe: “As the ‘kidulting’ trend continues to boom, it’s clear that these toys are not just for children. As the world around us becomes increasingly complex, these simple toys remind us all of the importance of finding comfort in the little things.”
Ryman says that collaborations with major franchises such as Pokémon have helped to drive the incredible sales surge.
Top: Squishmallows have enjoyed a huge sales surge at Ryman.
