New Year’s gift idea: food toys are a hit

Cute plush has captured the sales market

In the UK, retailers say adults and children are snapping up plush food toys as gifts this Christmas. Many believe that this is influenced by the lack of alternatives to the sales market. This fun stuffed toy is shaped like a large croissant and costs £24.

At Christmas 2023, many adults will be queuing up to buy cute toy versions of their favorite foods and drinks, including croissants, slices of cake and takeaway coffee, The Guardian reports.

Such a boom was considered a matter of time, because food and “cuteness” have long been gaining popularity on social networks. Tactile toys, accessories and Christmas tree decorations have become an unexpected hit among children and adults.

“I can’t tell you exactly when food partnered with toys or why, but it did and it’s hugely popular,” says Toy World editor Rachel Simpson-Jones. “Food is a huge trend in toys at the moment, whether it’s plush toys, collectibles or jigsaws.”

The Amuseables range of food-themed toys and accessories, including coffee and croissant-shaped pouches, is from British brand Jellycat, one of the top brands appearing on Christmas lists. Luxury department store chain Selfridges says sales of such toys are up 110 percent compared to 2022. The store also emphasizes that these stats make the toy brand a top-selling toy brand in department stores, saying the Jellycat soft coffee cups sold out when they first went on sale.

Selfridges toy buying manager Eleanor Gregory says Jellycat stuffed animals have always been popular with children, but the quirky food characters appealed to Gen Z, who shared their purchases on social media or gave them to friends: “Everyone is crazy about them… who would you have thought that a plush coffee-to-go bag would become an indispensable item?

Plush toys are one of the bright spots in a depressed toy market as the cost of living crisis hits spending this year. Much of the buoyancy in the Christmas trade is down to the success of Squishmallows, with toy brand squidgy having seen huge growth globally over the last two years. Sales of the bizarre creatures, which could be fruits, vegetables, animals or even hybrids, have exceeded $300 million.

“During the pandemic, a lot of people were stuck at home and wanted something that would bring a little joy and levity into their lives,” Toy World magazine editor Simpson-Jones suggested the brand’s popularity. – The plush is nice, it’s cute. It’s designed to make you smile. It’s a step away from the traditional teddy bear.”

Collecting isn’t anything new, Simpson-Jones said, but it has gained momentum with people sharing photos and videos of their toys on social media.

This time of year, dolls, games and action figures bought for children for Christmas account for nearly 30 percent of the toy industry’s annual sales.

“The situation there is quite difficult and there is a lot of price pressure,” says Simpson-Jones. “People will probably shop late after their bonuses are paid, so this will all happen the weekend before Christmas because we have Saturday and Sunday shopping days.”