We've said it before: stuffies really are forever. Now the numbers back it up. According to a recent look at the toy market from McGraw Hill, more than one-fifth of plush toy sales in 2024 came from adults buying for themselves, led by millennials and Gen Z.

Why? Stress, uncertainty and a bigger focus on self-care have changed how a lot of us see plush. It's no longer just something for kids. It's a comfort object, a desk buddy or a collection to be proud of, in the same family as a weighted blanket or a favourite mug.

That's a big part of why we love realistic plush. A lifelike heron or coot on a bookshelf, or a jellyfish by the bed, is soft enough to hug and interesting enough to display. No explanation needed.