Jellycat, Lego, Sonny Angels: Why adults are splashing out on toys

Amanda Hope dreads to think how much she has spent on her collection of Jellycat soft toys but reckons it’s more than £3,000.

“They are just so cute and cuddly,” the 36-year-old software specialist from Surrey says. “There is something so irresistible about their happy little faces!”

Amanda is one of a rising number of adults buying toys for themselves.

And it’s not just Jellycats, it’s also the likes of Lego plastic bricks and Sonny Angels dolls filling up TikTok feeds as people post videos of their latest purchases.

One in five toys and games is now bought by over-18s for themselves, according to toy industry research group Circana.

The research found buying collectibles had positive mental health benefits that helped adults cope with turmoil.

From eggs with faces to smiley coffee cups, the Jellycat craze has made a big impact on the toy industry and a TikTok trend for unboxing Sonny Angels has put the tiny dolls in high demand.

These toys don’t necessarily come cheap though. Jellycats range in price from £11 to over £700, while Lego gift sets for adults can cost as much as £730.

So why are so many adults spending their disposable income on toys?