From Jellycats to Squishmallows, why are adults so obsessed with plushies?

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?

When Maria Fowler was pregnant with her first child, one of her first purchases for her daughter was a classic: A stuffed animal. She settled on a Sweet Heart Hugs Build-A-Bear, a soft, pink, blue and purple tie-dyed plushie with globe-like eyes and hearts on its feet. Once her daughter was born, Fowler watched as she poured love and attention into the toy, along with her other stuffed animals. Fowler was touched; her daughter reminded her of her own childhood. So she decided to do something for herself. Last January, Fowler purchased her own Build-A-Bear, too — something her family couldn’t afford when she was growing up. She decided on the Christmas Sugar Cookie bear, a cream colored bear with red and green sprinkles all over. “I was like, I’m an adult with adult money now,” Fowler, 34, said. “So I’m going to buy myself a Build-A-Bear, and heal that part of myself.” Now, Fowler has around 500 stuffed toys that are just hers, not her kids’. 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.