Life is hard. The world is scary. Things are uncertain. We are all so, so tired. It’s hardly surprising that what we are all looking for is a little comfort. And nothing is more comforting than escaping the present and disappearing into the warm, safe hug of nostalgia.

Some of us turn to our favourite old TV shows as a means of escape. Others reread childhood books. And then there are those who surround themselves with objects that remind them of the simpler times. One of the most popular, unexpected nostalgic items? Jellycats.

Yes, Jellycats, the soft, plush toys with the cute, quirky smiles, are still experiencing a boom — not with children, but with young adults.

The trend began a few years back with a surge of nostalgic videos on TikTok and Instagram. The Jellycat company experiences a 37% surge in annual global income, reaching a staggering $252 million by the end of 2023, according to The Guardian. Meanwhile, the term “jellycat” also experienced a 208% increase in online search volume over the past year, per Glimpse.

Take influencer Ellie Hinchliffe who showed off her 61 strong Jellycat collection on TikTok last year.

Then there’s Flo, who has a total of 522. One family even shared a video surprising their daughter with 250 Jellycats.

In other words, people are very, very obsessed. What is going on? Why are so many young adults spending their money on toys? We spoke to Quinn Harper-Thorpe, a person-centred psychotherapist (and self-proclaimed Jellycat enthusiast) to find out.

Why are we all so obsessed with Jellycats?

Jellycat was founded in London in 1999 and has been slowly growing ever since. However, in recent years, it has exploded in popularity. And according to Harper-Thorpe, there’s a pretty good reason for the sudden surge: we are all seeking comfort – and it’s harder to come by than ever.

“Many people are living with a constant sense of low-level uncertainty; financially, politically, and socially,” he explains. “We’re still experiencing the aftershocks of the pandemic, and the cost-of-living crisis has created a collective background anxiety that can feel inescapable. When life feels unpredictable, we naturally seek ways to restore a sense of control and emotional safety, often through small rituals, purchases, or routines that bring predictability or nostalgia.”

Psychologically, Jellycats are the perfect solution. They “trigger feelings of warmth and safety through both nostalgia and sensory soothing,” he says. “They recall early attachments (think soft textures and friendly faces associated with childhood security) which can calm the nervous system.”

They also activate something called the “caregiving instinct” in the brain, which releases the calming hormone oxytocin.

“For adults, this simple, tactile comfort can offer relief from emotional overload in a world that often feels harsh or overstimulating,” he says.

Then there’s the fact that they are collectible. Not only are they comforting, they’re addictive and personal.

“Jellycats are also released in themed series, much like art toys such as Labubu, which taps into both collectibility and self-expression,” he says. “Choosing a specific Jellycat (whether it’s a croissant, aubergine, cloud, etc.) becomes a gentle form of identity signalling: people often select ones that reflect their personality, humour, or favourite foods. In that sense, it’s not just about comfort, but affirmation – a playful, tangible way of saying ‘this is me’.”

Be warned – the Jellycat obsession can create a dangerous financial loop

Funnily enough, many people use Jellycats as a temporary means to soothe their worries. And often, those worries are linked to finances. This can create a sort of negative loop.