Gen Z’s motto is out—it is time you embraced kidulthood with stuffed toys. What were earlier relegated to conventions of childhood now make it well past adolescence without embarrassment, thanks to Gen Zs who are banking on these for emotional support as much as for the aesthetic. The numbers confirm the claim—the “kidult” market is said to account for approximately $9 billion (₹757cr approx) in toy sales every year now. And Squishmallows—a leading brand in the plushies space, which claims that 65 per cent of its buyers are between 18 and 24—did $1 billion (₹84cr approx) in annual sales in 2023. From the regular teddies, bunnies, dogs, penguins to sheeps, dragons, frogs, crabs, mantis, scorpions, worms, even peanuts, salt & pepper shakers, eggs, cookies, pizza slice, burger, eggplant, pickle, bok…
