Karuna Shah, a 33-year-old lawyer from Mumbai, credits social media for swiping her card to buy a cuddly elephant toy, with which she spends her nights in comfort. "Instagram and Pinterest are flooded with posts of grownups showing off their collections of stuffed toys, and sharing stories of how these help them unwind after a tough day, or to destress during emotional distress. The hashtag #Plush Therapy has garnered millions of views on Instagram, highlighting how plush toys are becoming a shared cultural phenomenon," she says.
Stuffed toys like the timeless teddy bears have been trusted bedtime companions for children through the ages. This appeal, having touched adults, fuels a booming global market, valued at over USD 11.76 billion in 2023.
With a projected compound annual growth rate (CAGR) of 8.2 per cent from 2024 to 2030, they remain big business.
While children are still the primary market, a significant growth shift is underway in the plushies industry both in volume and size. In recent years, they are being designed specifically to provide emotional comfort for adults.
These cuddly creations provide perfect pleasure for people with anxiety, stress, and melancholy.
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