Whether it’s Jellycat fish and chips, a LaBubu gremlin, or a Sonny Angel with a croissant on its head, these plushies are flying off the shelves and straight into the arms of grown-ups. Not by accident, but by design. The kidult trend has gone from niche to mainstream, and brands would be smart to take note.

Last year, interest in Jellycat grew by 103%. #jellycat hit over 140,000 posts on TikTok, and the subreddit r/jellycatplush reached more than 28,000 members. For the wide-eyed gremlins known as LaBubu, people are queuing from 3am to get the latest release. The demand is real. The brand made up 23% of retailer Pop Mart’s sales last year.

Kidults don’t care that these products are childish. That’s the allure. Toys that would have previously been for younger generations are now adult indulgences. The solace found in bug-eyed soft toys reflects the stresses of adulthood, from rent payments to global turmoil, that people are dealing with.

Comfort culture is on the rise. In uncertain times, adults are drawn to items that offer nostalgia and escapism. It’s just that these days it’s as likely to be a doll as a lipstick. People want to feel childish joy again, perhaps feeling that they didn’t relish it enough when they were children. So, where does social come in all of this?

Community, creators and cultural currency

The rise of kidult products is a true representation of communities on social media in action. TikTok, Instagram, YouTube, and Reddit, in particular, have helped the kidult trend hit its stride. Nostalgia, comfort, and identity are all played out in real time. And brands are embracing this. Social platforms can reach every type of audience and community, whether it be Jellycat enthusiasts or whatever the next trend is on the horizon. These are the perfect way to stimulate unlikely trends and engage with unexpected groups.

The speed of uptake is phenomenal. What started as niche toy brands have now become viral sensations. All thanks to unboxing content, memes, and creator obsession. Take LaBubu. What started as a niche toy brand is now a viral sensation. A big part of that is down to creators. Olivia Attwood, for example, has been sharing regular unboxings and LaBubu adventures, turning a personal obsession into a community moment. She even teamed up with Pop Mart for her birthday, gifting guests their own LaBubus and sharing the whole thing with her 2.7 million followers across Instagram and TikTok. Her fans became fans of the brand. That kind of reach is brand gold dust.

Fandoms are the new focus groups. Get close enough to listen and learn, and the insights are better than any survey. But it only works if it’s real. People can spot a trend-hopping brand from a mile away. Olivia might seem like an unexpected LaBubu fan, but that’s exactly why it works. Her obsession is genuine – and that’s what cuts through.

From screen to shelf to store

Taking fans from URL to IRL is key. Real-life brand moments help turn online hype into real-world joy. This is where brands can gain longevity, taking a short-term trend and creating moments that build long-term customer relationships. If you create moments people want to share, your brand can cut across media.

Turning online buzz into something real is where the magic happens. Taking fans from URL to IRL is key in doing this. This is where brands can gain longevity, taking a short-term trend and creating moments that build long-term customer relationships. Real-life brand moments turn hype into habit, and give people something to remember, share and come back to.

Jellycat gave fish and chip shops a whole new meaning with a pop-up shop in Selfridges on Oxford Street, selling plush versions of chips, cod, mushy peas, a lemon wedge and salt and vinegar dispensers. A Jellycat café has also opened in Shanghai, serving up cuddly lattes and teapots. And the brand’s original pop-up – a New York diner – included a breakfast menu complete with a stack of plush pancakes and a salmon and cream cheese bagel.

By creating a personal, tangible connection, its regular pop-ups have reinforced fans' love for the brand. This is where a wonderful relationship can begin. But brands have to move fast. Online hype and trends quickly move on – few of us can remember what the biggest hype was this time last year, let alone two or three years ago. But an in-person moment can create a memorable connection. And this can translate into a dedicated customer and, if you get it right, a lifelong fan. Successful brands are not just selling products, they are selling a sense of belonging. 

It can be a waiting game. LaBubu has been around since 2019, but its current viral moment is securing sales it had only dreamed of – many products on its website have sold out. The fandom the brand has built on social media has become the cornerstone of its success. The same can be said for Jellycat – all roads lead back to communities. 

The need for escapism isn’t going anywhere. If anything, it’s growing. In a world that often feels heavy, the lightness these brands bring is welcome. And the brands that will win in this space are the ones who build fandoms, show up in the right ways, and make people feel part of something – both online and IRL.