What do King Charles, Justin Bieber, Margot Robbie and Carrie Underwood have in common? Aside from being rich and famous, they all reportedly own a much-cherished plush toy or two. And in Robbie’s case, she’s not just an owner but a co-sleeper. “Please, no one psychoanalyse the fact that I’m 30, and I sleep with a bunny rabbit every night,” she said in an interview with James Corden.
Sonny Angel dolls have become hugely popular among adults. Credit: Getty While it may be tempting to ignore Robbie’s request and immediately question the psychology of this, the reality is that she and her bunny, King Charles and Teddy (the toy with whom Prince Harry says his dad shares a close bond), and other aforementioned celebrities aren’t alone. With their often bright colours, excess cute factor, soft exteriors and usually affordable prices, it’s easy to assume that toys speak only to kids.
But that assumption would be wrong. A 2017 survey found that one in four American adults still sleep with a teddy bear, and in real dollar terms, it’s estimated adults spent as much as $13.4 billion (USD $9 billion) on toys in 2022.
Loading According to Erica Kanesaka , a professor at Emory University, it’s adults, or should I say, kidults – a term used to describe buyers aged 12 and over who possess a mix of youthful tendencies and adult responsibilities – who are purchasing these toys for themselves, simply because they like them. A 2023 Circana report into global plush toy sal.
