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A growing number of adults are snuggling up with their favourite stuffed toys at night, not just as a quirky habit, but as a real way to unwind, sleep better, and maybe even feel a little less lonely. But this trend isn’t just about nostalgia. There’s actual science behind why stuffed animals provide comfort, no matter your age. Here’s what it is
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Ever caught yourself eyeing a stuffed animal in a toy shop and feeling a strange sense of comfort? You’re not alone. More and more adults are snuggling up with cuddly toys at night—not just as a quirky habit, but as a real way to unwind, sleep better, and maybe even feel a little less lonely.
But this trend isn’t just about nostalgia. There’s actual science behind why stuffed animals provide comfort, no matter your age.
“Kids love stuffed animals. It’s because they’re cosy and… just personified enough to provide a bit of social comfort. That’s a great way for kids to self-soothe. We adults can do the same thing.” Jennifer Goldschmied, an assistant professor of psychiatry at the Hospital of the University of Pennsylvania, told The New York Times.
So, what’s behind this growing love for plush companions? How do they actually help? And why is their popularity soaring? Let’s take a closer look.
Stuffed toys are for everyone
The idea that stuffed animals are just for children is quickly fading.
A 2017 survey by Build-A-Bear and Atomik Research found that 40 per cent of American adults still sleep with a stuffed animal. Plush toy sales surged during the Covid-19 pandemic, and by 2024, 21 per cent of plush purchases were made by adults over 18, according to Juli Lennett, a US toys industry adviser at Circana, a market research firm in Chicago.
“It’s becoming more acceptable,” said Brian Benway, a senior tech and gaming analyst at Mintel, in an interview with Business Insider. “A lot of people are taking the approach that, well, I don’t care if other people think this is dumb, this brings me a little bit of happiness, a little bit of joy, so I’m going to keep doing it.”
This trend is especially noticeable among Gen Z, who are openly embracing their love for plush toys. Social media platforms like TikTok have played a huge role in normalising this, with millions of videos under the “#plushies” tag showcasing collectors’ enthusiasm for brands like Jellycat and Squishmallows.
“They make me happy when I see them,” said Jellycat collector Andrew Elliott, 25, in an interview with The Guardian. “We don’t live in the most fun and friendly times, so I think surrounding your house with smiley faces is a good thing.”
According to experts, there’s absolutely nothing wrong with adults owning stuffed animals—or even using them to sleep better. In fact, there are plenty of benefits.
Why cuddling with a soft toy is good for you
The comfort of cuddling a soft toy is rooted in solid psychological principles.
Psychologists refer to them as “transitional objects”—items that help children regulate their emotions, feel secure, and self-soothe during stressful moments. The good news is, these benefits don’t vanish when we grow up. A study published in PLOS One revealed that hugging a stuffed animal or a weighted plush toy can lower cortisol levels, reducing anxiety.
Dr Jade Wu, a sleep psychologist and founder of Thrive Sleep Clinic in Durham, North Carolina, explained it to CNN: “The feeling of it, the smell of it, the sight of it, can be associated with sleep, and so helps to signal that you know sleep is coming.”
For some, stuffed animals play an even more therapeutic role. Dr Jessica Lamar, a mental health therapist in Seattle, uses them with adults working through trauma. She takes patients to Build-A-Bear, where they create a bear to represent their inner child or a younger version of themselves, helping them heal childhood trauma. Lamar told CNN that giving these bears the comfort and compassion they may have missed out on as children can be incredibly beneficial.
But stuffed animals aren’t just for those processing trauma. “Many adults sleep with stuffed animals because they provide a sense of comfort and security, reminiscent of their childhood,” said Caroline Fenkel, DSW, LCSW, an adolescent mental health expert, in an interview with Well and Good.
Interestingly, Dr Wu believes that having a stuffed animal in bed might also meet some evolutionary needs.
“We evolved to live in tribes and to have a village,” she explained. “We sleep the best when we feel safe, so when we’re feeling vulnerable, we want that bodily contact. Social sleeping makes us feel safer and helps us sleep better. So, a stuffed animal may be a good alternative to having someone else sleeping in your bed.”
With input from agencies