Many adults like to sleep with teddy bears.

Stuffed animals are toys associated with children but have recently received attention from adults. A survey of 2,000 adults in the US byBuild-A-Workshopconducted in 2017 found that 4/10 people still sleep with their teddy bears every night. Or in 2021, research by UK homeware brand Hotpoint found that 34% of adults still sleep with their teddy bears, with 15% saying they have trouble sleeping without their soft toys.

This number tends to increase after the pandemic.

Erica Kanesaka, a professor at Emory University in the US, said stuffed animals are increasingly popular with adults. "They are not just a childhood keepsake, adults want to own these items because they find them comforting," Kanesaka said.

The Kidult (adult toys) market is said to generate around $9 billion in revenue each year.SquishmallowsandJellycatare the two most popular stuffed animal brands today. Gen Z leads the way in adopting and using "furry toys," followed by Gen Y. About 65% ofSquishmallowsbetween the ages of 18-24.

Many believe that the popularity of stuffed animals is partly due to social media, where cuteness and nostalgia reign supreme. Even the characterskawaiiGlobally famous Japanese characters like Hello Kitty and Pikachu also contribute greatly to this trend.

Others, however, say the fragility of younger generations is creating a resurgence in stuffed animals, especially during the pandemic, when many people turn to these childhood toys to ease feelings of stress, loneliness and uncertainty.

Simon May, a philosophy professor at King's College London, said the pandemic is not the only reason why adults are fond of teddy bears. Stress and pressure are inherent in life.

"The trend comes from the desire to erase the boundary between childhood and adulthood," May said.

Nowadays, children have more opportunities to access social media content. They have access to everything that is happening in the world from a young age. While adults want to find their childhood memories to find peace. Therefore, while childhood is "adultified", adulthood is "infantilized".

A study published in the journalAdult DevelopmentEarly 2024 found that adults aged 18 to 30 had the most negative views of adulthood. One of the reasons is that the pressure to get married, be successful, and have a stable job has created a gap between expectations and reality. This can cause psychological trauma for some adults.

Zen Master Thich Nhat Hanh once wrote, "There is a suffering child in each of us." The concept of the "inner child" was first introduced to the public by psychologist Carl Jung and has gradually become a popular term in the field of psychology.

Nowadays, many people are becoming more aware of the importance of caring for and protecting their “inner child”. As on TikTok, a trend that has received attention is related to the saying “when I treat myself badly, I am treating those around me badly”.

Therefore, owning a stuffed animal is also one of the ways adults feel comforted in their souls.

According to Professor Erica Kanesaka, the hobby of collecting stuffed animals is redefining the concept of "adulthood" in society. Being an adult does not mean only doing taxes, drinking alcohol, dedicating yourself to work or being strong all the time.

"And owning a stuffed animal can make growing up a little easier and gentler," the professor said.