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The logic of this trend isn’t clear-cut. Some experts believe social media influence plays a big role. A combination of cuteness and nostalgia is said to be the generator of high shareability (videos of adults showing off or talking about their Sonny Angels collections, for example, have close to 50 million views).
Squishmallow toys are popular among adults.
Other experts believe that the uncertainty and isolation of the COVID-19 pandemic has also played a role. In an article for The New York Times, journalist Sarah Gannett wrote about the comfort a toy provided during this period, saying she “rediscovered the habit of sleeping with stuffed animals in the terrifying early days of the pandemic, when I grabbed a polar bear from my childhood bedroom to ward off the onslaught of bad news and fear”.
Interestingly, Gannett noted that while she hadn’t had a particular attachment during childhood, as an adult and in a time of extreme emotional turmoil, this toy “was the perfect size to hold in my anxious adult arms”.
Another likely reason for the rise in popularity is the distraction they offer from the challenges of modern life. “In the face of stress, sadness, and anger, adults are seeking out activities that provide temporary relief and bring moments of happiness and lightheartedness,” says Ashley Fell, a social researcher at McCrindle.
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Despite a lack of extensive research in the area, some studies show the act of hugging has been associated with stress relief when people are feeling anxious or overwhelmed, and that soft toys can help adults self-soothe.
“The tactile sensation of cuddling a plush companion can stimulate oxytocin release, fostering feelings of comfort and security similar to those experienced in nurturing relationships, not just for children but adults as well,” says clinical psychologist, Dr Rebecca Ray.
And unlike other trends, Ray says the presence of a soft toy “serves as a tangible and harmless manifestation of these innate needs”. In other words, if a teddy or a bunny is what you need to get through a time of uncertainty or discomfort, snuggle in.
Shona Hendley is a freelance writer based in Victoria.
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