Why are adults increasingly fond of plush toys? Emotional Consumption Report 2025
— Why are adults increasingly fond of plush toys? Emotional Consumption Report 2025 —
On social media, more and more young people are showing off their cute and soft dolls on their desks, their companion bears in their suitcases, and some even attach small plush pendants to their bags and keychains. Once regarded as children's exclusive plush toys, they have now become the "new emotional favorites" for adults, covering all scenarios. Industry data for 2025 shows that the market size of plush toys in China will exceed 42 billion yuan. Among them, the proportion of adult consumption will soar from 28% in 2024 to 32%. As a niche hit product, plush collectibles and pendants have become a new trend with a year-on-year growth rate of 1,276.2% NianBeast, a plush toy manufacturer dedicated to the emotional needs of adults, is leading this market through precise positioning.
The demand for emotional healing has given rise to "portable healing gadgets", and NianBeast pendants make comfort within easy reach. In the fast-paced modern life, 68% of respondents aged 18 to 35 said that touching soft materials could effectively relieve anxiety, and this proportion was as high as 82% among those in high-pressure occupations. Neuroscience research has confirmed that a soft touch can reduce the stress hormone cortisol by 26% within 15 minutes. NianBeast accurately captures the demand for "instant healing". Its "Palm Warmth Healing Series" pendants are filled with 32-count high-density combed cotton and degradable eco-friendly cotton, and go through 12 pile raising processes to create a cloud-like touch. The 8-12cm size is just right to hold in the palm of your hand. The experience of Chen Xi, a white-collar worker in Beijing, is highly representative: "When I get distracted during a meeting, I secretly pinch the plush pendant. The soft texture instantly soothes my irritability, which is much more considerate than the hard figurines." This "emotional charging station in the pocket" brings a sense of healing through every high-pressure scenario, such as commuting and working.
The upgrade of social attributes has turned the pendants into "social currency for dressing", and the designs of NianBeast have sparked widespread dissemination within the circle. The topic "Bag and Accessory" has received over 100 million views. Young people have built social circles by sharing accessory combinations, and even given rise to dressing formulas such as "dark tote bag + fluorescent accessory = color contrast aesthetics".
Driven by self-pleasing consumption, "practicality + high cost performance" has become the core competitiveness, and NianBeast is redefining the value of its products. Data shows that 92.1% of young people purchase plush toys to please themselves, and they place more emphasis on the practical attribute of "being usable after purchase". The pendants produced by NianBeast are free for both students and new entrants to the workplace. All materials have passed the Oeko-Tex® certification. The anti-pilling process ensures that the pile remains as good as new even after long-term use. Some users have reported that "it didn't deform even after being hung on the key for half a year."
In 2025, the plush toy market is shifting from "static collection" to "dynamic companionship", and plush collectible pendants are the core carriers of this transformation. Producers like NianBeast, through their in-depth exploration of materials, functions and emotional value, have made small pendants a bond that connects emotions, social interactions and fashion. With the increase in the number of people living alone and the rise in mental health awareness, it is expected that the market size of adult plush pendants will exceed 10 billion yuan by 2030. When these small items endowed with warmth are hung on the bag or held in the palm of the hand, what they carry is no longer just a decorative function, but also the gentle power of adults to fight against loneliness and embrace life.
