"Childish but Fine" Adults Buying 870,000 Won Dolls... Deeply Into Sewing Dolls [Segye is Z-geum]

② Plush Toy Craze Fueled by 'Kidult' Trend
Premium Brand Demand Rises as Age Group Expands
"Desire for Collecting Culture Grows After COVID-19"
Stuffed Toy Market Expected to Continue Growing

Editor's NoteGeneration Z (born from the late 1990s to the early 2010s) is gaining attention as a generation that leads culture and trends in a rapidly changing era, creating new standards across society. In [The World is Z Gold], we aim to shed light on the lives and values of Generation Z worldwide and explore how they are transforming society.

TikToker Megi is showing an ice cream cone-shaped stuffed doll. TikTok

"Money can't buy happiness, but it can buy dolls."

TikToker Meggy, who has 260,000 followers, proudly showed off her 'Jellycat' doll and called it "the best collectible of my life." 'Jellycat' is a premium attachment doll brand created in the UK in 1999. Originally launched targeting infants and toddlers, it is now popular among adults. The price ranges around 100,000 KRW depending on the size, with some expensive ones costing several hundred thousand KRW. The doll Meggy purchased is an ice cream cone-shaped doll priced at $600 (about 870,000 KRW). She said on TikTok, "I have been waiting for months just to get this doll, and finally I have it," adding, "I fell for Jellycat dolls the moment I first saw them. It is my most precious treasure."

Stuffed dolls are popular mainly among overseas Generation Z. This trend is similar to the popularity of keyrings in Korea and seems to be influenced by the global 'Kidult' craze. Kidult is a compound word of 'Kid' and 'Adult,' referring to adults who have childlike sensibilities and tastes. In the past, it was considered a culture limited to specific enthusiasts, but in recent years, as the consumer base has diversified, it has become mainstream culture.

Searching '#plushies', which means '봉제인형' (sewn doll), on Instagram yields about 3.07 million posts. Instagram

The U.S. economic media Business Insider reported that the toy market is thriving as Generation Z actively purchases stuffed dolls. The media stated, "Young people not only cherish old dolls they had since childhood but also spend a lot of money buying 5-foot (about 1.5m) tall goose dolls trending on TikTok or collecting premium stuffed dolls like Squishmallows."

According to the 'Toys and Games' report by UK market research firm Mintel released last October, one-third of toys sold in the U.S. over the past year were block toys (such as LEGO) and stuffed dolls. Brian Benway, Mintel's game and entertainment analyst, said, "Stuffed dolls are very popular and are growing at a level similar to building toys like LEGO," adding, "LEGO is a very big brand in the toy industry, so the fact that stuffed dolls have reached this level is a positive sign."

The stuffed doll craze is also easily found on social media. Searching '#plushie' and '#plushies' on Instagram yields 2.67 million and 3.07 million posts, respectively. Benway said, "People are becoming increasingly open to sharing their interests on social media," and "Even if others say it's childish, they continue to collect dolls because they bring happiness and joy." He added, "Lady Gaga once posted a photo on Instagram showing her bed covered entirely with 'Squishmallows.'"

Global pop star Lady Gaga posted a photo of a doll on her Instagram with the caption "My true friends." Photo by Lady Gaga Instagram

Nostalgia from the past stimulates adults' desire to purchase stuffed dolls. Katherine Jacoby, marketing manager at toy brand Toys "R" Us, said in a media interview, "During COVID-19, as time spent at home increased, interest in hobbies and collecting culture grew, which also affected the toy market." She added, "With the income growth of the MZ generation and the desire to relive childhood memories, the toy market is expanding even more."

The prevailing view is that the stuffed doll market will continue its growth trend. Market research firm Grand View Research expects the global stuffed doll market to grow at an average annual rate of 8.2% over the next five years. In particular, the character doll market targeting fandoms is projected to grow at an average annual rate of 9.8%. Jacoby said, "Those enjoying the Kidult trend are not simply buying toys but seeking special experiences that stimulate nostalgia and offer a brief escape from daily life," adding, "This trend will continue and act as an important growth driver in the toy industry."