From Comfort to Collectibles - Why Plush Toys Are Dominating in 2025

The world is falling in love with plush toys like never before. The market demand is skyrocketing, and experts predict that this trend will continue through 2025. Plush toys are no longer just for children; they’ve become must-have collectibles, comfort items and statement pieces for people of all ages.

The global plush toy market was valued at around $10 billion in 2023 and is expected to grow by 7.5% each year, reaching nearly $14 billion by 2025. This surge is driven by several factors, including the rise of ‘kidult’ culture, a revisit of nostalgic appeal, and the influence of social media in popularizing plush toys as both functional and aesthetic items.

Why are Plush Toys Booming?

The past two years have seen a significant transformation in the way plush toys are perceived. This shift can be attributed to:

The Comfort Economy: In a world filled with uncertainty, plush toys have become synonymous with comfort and emotional support. For many, these toys provide a sense of security and nostalgia, especially during challenging times.

Science: Extensive research has been done on the benefits of plush toys in alleviating stress and anxiety while stimulating relaxation. These ‘toys’ provide emotional support, reducing cortisol with an increase in dopamine which aids in focus and concentration.

Kidult Culture: Millennials and Gen Z are embracing toys, including plushies, as a form of self-expression and stress relief. Plush toys now occupy a space in lifestyle and décor, with Instagram-worthy designs driving demand.

Innovative Designs: Brands like ZURU have revolutionised the plush toy market with interactive, collectible, and surprise-reveal features, making these toys more engaging for both children and adults. Products like Rainbocorns, Snackles, and Hug-a-Lumps are at the forefront of this trend, blending creativity, quality, and playfulness.

The Future of Plush Toys

As the market evolves, plush toys are expected to maintain their popularity through innovative designs, expanded product ranges, and collaborations with entertainment franchises and legacy brands. Interactive elements, augmented reality integration, and customisable options are among the trends poised to define the plush toy industry in 2025 and beyond.

Christiane Schwarz, Senior Marketing Executive at ZURU, shares her thoughts on the brands contribution to the plush toy phenomenon: “Plush toys have become so much more than playthings. They are companions, collectibles, and cultural icons that appeal to a wide audience.”

“At ZURU, we are proud to lead the way with innovative and loveable creations like Rainbocorns, Snackles, and Hug-a-Lumps,” she adds. “These toys represent the perfect blend of imagination, quality, and joy, and we are thrilled to see their impact on families around the world.”

Why Plush Toys Are a Must-Have for 2025

Schwarz explains that collectible Rainbocorns with their surprise unboxing experiences to the whimsical charm of Snackles and comforting companions like Hug-a-Lumps, plush toys are shaping up to be a defining trend for 2025.

“Their versatility makes them appealing as gifts, comfort items, or even décor accents, ensuring they remain relevant across age groups and lifestyles,” she says.

As the plush craze continues to grow, it’s clear that these toys are here to stay, embodying creativity, comfort, and connection in a way few other products can. Whether you’re a parent, a collector, or someone looking to add a touch of whimsy to your life, 2025 is the year to embrace the plush revolution.