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The Rise of Kidulting

The Rise of Kidulting

British adults are driving sales of a children’s soft cuddly toy that is said to provide respite from the stresses of modern life. 

According to latest data from Ryman, onsite searches for Squishmallows, a popular soft toy, have surged by a staggering +8,711%, while sales have increased by +53% this year. 

The trend is part of the ‘kidulting’ phenomenon, in which adults are embracing soft toys to relieve anxiety by tapping into the nostalgia of childhood, according to experts. 

In a surprise revelation, it’s claimed cuddly companions can evoke memories of simpler times to provide a much-needed escape from the pressures of everyday adult life. 

Chloe Danskin, Head of Marketing at Ryman, said: “It’s clear that the appeal of ‘kidulting’ is rapidly gaining momentum and captivating the attention of people across the nation.

“Our data suggests that shoppers are looking for comforting and nostalgic experiences in record numbers, with Squishmallows, in particular, appearing to fill the void.

“We’ve been amazed by the response to our range of the product, which is clearly in high demand.”

Each Squishmallow, a marshmallow-like stuffed animal, features a unique character and comes in various shapes and sizes.

Since their introduction, the toys have gained a huge following among children and adults alike.

The retail experts at Ryman say collaborations with major franchises such as Pokémon have helped drive this incredible sales surge.

Chloe added: “As the ‘kidulting’ trend continues to boom, it’s clear that these innocent toys are not just for children anymore. 

“Their ability to soothe and rekindle cherished memories has found a special place in the hearts of adults across the UK, providing a welcome respite from the challenges of day-to-day life.

“As the world around us becomes increasingly complex, these simple, delightful toys remind us all of the importance of finding comfort in the little things.”

According to experts, soft toys such as Squishmallows can help adults with anxiety by providing comfort by triggering positive memories and nostalgia, reducing stress and promoting a sense of familiarity. 

Just in time for the back-to-school surge, Ryman also has a range of Squishmallow stationery, notebooks, stickers, lunch bags and water bottles. Perfect for kids, or adults, looking for on-trend stationery this summer.

To view Ryman’s full range of Squishmallows products, visit:

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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