In the past few years, toys have made an unexpected comeback. Jellycats, Sonny Angels and Labubus have taken over social media feeds and the shelves, bags and bedrooms of adults everywhere. Adults are buying, collecting and trading them at astonishing rates. This surge of popularity in blind boxes and cuddly toys creates a question: are these toys about reconnecting with an inner childlike joy, or just another form of consumption disguised as comfort?
At first glance, the rise of adult toy collecting looks like a harmless attempt to rediscover childhood happiness. Life for many young adults feels increasingly serious in the current climate of economic pressure, low employment rates and the relentless stress of social media. Buying a toy could then be viewed as a way to hold on to something simple, nostalgic and reassuring in a world that rarely feels like that.Â
This new trend might be seen as emotional self-care rather than immaturity. It is undeniable that cuddling with a soft toy can be extremely comforting and therapeutic.Â
However, it seems that there might be more to this trend. Particularly with blind boxes, the thrill of mystery and chance plays a major role. The act of tearing open the packaging, waiting for the reveal, and hoping for a rare item mirrors the reward loop of gambling. Each purchase promises a small rush of dopamine that could become addictive, and retailers like Popmart are only happy to keep releasing more collections so that customers continue to spend their money.Â
In an age of constant stimulation, these small releases of dopamine and adrenaline can be very appealing. Blind boxes deliver that instant gratification, but the satisfaction rarely lasts for long.
The internet has magnified this fascination. Platforms like TikTok and Instagram have turned toy collecting into performance. Unboxing videos and collection tours attract millions of views, feeding the cycle and convincing the watchers that these small items or charms are something that they need.Â
What began as a niche hobby has become a fashion statement, a display in the home, a part of a person’s identity and increasingly, a form of social currency. Displaying a shelf of Sonny Angels or a Jellycat collection signals a level of disposable income in which the toys themselves almost become secondary to the act of owning, curating and sharing them online.
As with any online trend, collecting becomes a way to keep up, and many people are willing to participate in this trend even if that means spending beyond what feels reasonable.
It is important to recognise that the buying of blind boxes is a trend and so eventually it will end. Critics have compared the current blind box craze to the Beanie Baby bubble of the 1990s which saw a market explode, collapse, and leave millions of toys virtually worthless.
Already, people are beginning to move on from the Labubu craze, and I am certain that plenty of these toys will end up in landfill within the next few years.  For a generation that is hyper-aware of sustainability and fast fashion, this trend seems to be entirely contradictory and exposes a wider issue around the culture of overconsumption.Â
It is unfair to dictate how others spend their money. For many collectors, these toys bring real happiness and that shouldn’t be dismissed. However, it is worth asking if the vast majority of these objects will still matter in five years? Will collectors still care, or will these toys become clutter on a shelf?
It is my belief that if people are seeking a connection to their inner child, perhaps there are other ways to find it. Spending time offline and enjoying moments with friends, free from the pressures of adulthood for a few hours, will have a much greater impact in the long-term. Rediscovering that sense of wonder does not have to come with a price tag.