The Millennial Midlife Crisis Is a Stuffed Squishy Animal
Summary
Toy sales to adults in the U.S. grew by 25% in the first half of 2026, making them the largest group contributing to the toy market’s growth. A popular type of toy among adults is “squishy” toys, such as Squishmallows, which are soft, round stuffed animals. Many adults, especially millennials, are collecting these toys, even if they don’t have children.Key Facts
- In early 2026, toy sales to people 18 and older increased by 25%.
- Adults now buy more toys than children, with 55% of toy sales going to homes without kids.
- Squishy toys showed very high growth, helped by social media and limited edition releases.
- Squishmallows are soft, round stuffed animals in many shapes, popular with both children and adults.
- Millennials in their 30s are a big part of the adult demand for these toys.
- Some adults collect dozens of Squishmallows, using them for stress relief or comfort.
- The trend reflects adults continuing to enjoy items usually considered for children.
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