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Jellycats are everywhere. Why are we suddenly so obsessed?
Soft toy brands like Jellycat and Squishmallow have become huge hits amongst adults. What does the demand say about the changing way we see adulthood?
While she started with a Build-A-Bear, Fowler said she has about 300 Jellycats, the ultra-soft plushies taking over TikTok, while the rest are brands like Squishmallows, animal-shaped pillows with wide bodies and small faces ideal for hugging. Transitioning into adulthood used to mean putting away “childish things.” But the ubiquity of these stuffed toys among all of us tax-paying, coffee-drinking, PG-13 watching, multiple-credit-card-carrying adults reveals how that long-held notion might be shifting. On social media, posts about rediscovering childhood hobbies and “realizing that actually 12 year old me was kinda onto something” have dominated discourses for months, pointing to an overarching cultural pushback against the perceived bleak demands of adulthood.
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