Today , we can see a variety of toys in the market , but there is one segment of toys , known as plush toys , that is in high demand in recent times. Plush toys or Plushies as they are popularly known as are a category of soft toys that are made with soft synthetic material , avoiding any hard parts. Plushies are thus made as soft as possible generally preferred by specifically identified market . We commonly associate toys with children . But these plushies are gaining popularity more among the youth , generation Z , as compared to the children.

What has made plushies so attractive for the gen z ?

One of the reasons is that carries high aesthetic value – stuffed, soft , squishy and attractive appearance preferred by the Gen Z. But this is not the only reason. Another reason identified is that people find plushies comforting , in a sense that holding a plush toy has helped people reducing stress and anxiety . It acts as a stress buster. With the increasing risk of loneliness the world over , people look at plushies as a support mechanism – to deal with mental instability.

Studies show that these plush toys actually make adults experience a calm sleep and lower levels of anxiety during their bedtime. A research by Build a Bear and Atomic research shows that every 4 in 10 Americans , that is 40% adults prefer to sleep with a plush toy besides. In today’s world where mental health issues are proliferating , plushies are viewed as a simple aid to deal with the issues. This is one of the significant reasons that why there has been a significant increase in the demand for plush toys and growth of the plush toy market worldwide. Due to this , the global plush toy market that was 11.0 billion $ in 2023, is expected to grow at a rate of 8.4% till 2033.

But this concept of using plushies as aid for mental health is not a foreign concept. This is true in the case of India as well. India is one of the largest markets for soft toys . total market size is USD 10,543.9 million in 2024.

People have shared experiences that they have looked at their plushie as a companion , someone to talk to especially during the Covid19 pandemic lockdowns. Unfortunately , loneliness is a major mental health issue experienced in India today. Though, it is not as widely accepted as in western countries , studies have shown that there is a severe increase in loneliness felt amongst Indians. An article from The Hindu suggests that loneliness is an increasing challenge among India’s urban youth.

This can also be understood by looking at the 36th position of India out of 146 countries with self-reported loneliness. Apart from loneliness , reports show that Gen Z is more affected by stress and anxiety than former generations. About 77% of Indians show at least some signs of stress , but among all , GenZs are majorly affected by stress and anxiety. Thus , one of the reasons that plushies are popular in India and particularly among GenZ is the usefulness of plushies in dealing with stress and anxiety. Though this is not the only reason, but a major reason to boost the plushie market in India. Hence, the plushie market in India has exhibited growth in the last decade and is also expected to grow in future at a CAGR of 11.10% , from 2024 to 2034.