bbc.com
Adult Toy Collecting Surges, Driven by Social Media and Mental Health Benefits
Adult purchases of collectible toys such as Jellycat and Lego are on the rise, with one in five toys now bought by adults, according to Circana, driven by positive mental health benefits, fandom, and social media trends, boosting sales despite a slight overall decline in toy sales in 2024.
- What is the impact of the rising 'kidult' trend on the toy market, and what specific evidence supports this impact?
- Adult purchases of collectible toys like Jellycat and Lego are surging, with one in five toys now bought by adults for themselves, driven by positive mental health benefits and social media trends. This trend is boosting sales of collectible toys despite an overall slight decline in toy sales in 2024.
- How do the mental health benefits and social aspects of toy collecting contribute to the popularity of collectible toys among adults?
- The 'kidult' trend, fueled by social media, nostalgia, and a desire for fandom, is significantly impacting the toy market. Collectible toys offer stress relief and a sense of community, explaining their popularity among adults. Circana research highlights the positive mental health benefits of collecting.
- What are the long-term implications of social media's influence on toy sales and marketing strategies, and how might this affect future toy trends?
- The increasing integration of social media marketing, including pop-up experiences like Jellycat's Selfridges event, creates viral marketing opportunities, driving sales and reinforcing brand loyalty. This trend suggests future growth in experiential retail and social media-driven toy sales, particularly for collectible items.
Cognitive Concepts
Framing Bias
The framing is overwhelmingly positive, focusing on the joy, therapeutic benefits, and community aspects of adult toy collecting. The high costs are mentioned but presented as a secondary detail, not a major concern. The use of quotes from enthusiastic collectors reinforces this positive framing. Headlines or subheadings (if present) would likely reinforce this positive angle.
Language Bias
While the article uses descriptive language ('cute and cuddly', 'irresistible'), this is largely within the bounds of reporting on a topic related to feelings and emotions. There aren't overtly loaded or emotionally charged words used to unduly influence the reader's opinion. The language is largely descriptive and neutral.
Bias by Omission
The article focuses heavily on the positive aspects of adult toy collecting, emphasizing the therapeutic benefits and the social community aspect. It mentions the cost, but doesn't explore potential negative financial consequences for individuals or broader societal implications of consumerism. Alternative perspectives, such as concerns about overspending or the environmental impact of mass-produced toys, are absent. This omission might mislead readers into believing adult toy collecting is universally beneficial and without drawbacks.
Gender Bias
The article features predominantly female collectors, which could be a reflection of reality or a sampling bias. However, there's no overt gender bias in the language used or the presentation of information. Both male and female pronouns are used correctly when reporting what people say, without reference to appearance or other gender stereotypes.
Sustainable Development Goals
The article highlights a trend of adults spending significant amounts of money on collectible toys, which could exacerbate economic inequality. The high cost of these items (Jellycats ranging from £11 to over £700, Lego sets up to £730) makes them inaccessible to many, particularly those with lower disposable incomes. This creates a disparity in access to enjoyable leisure activities and potentially contributes to feelings of social exclusion among those who cannot afford these items.