There was a time when adults who owned collections of stuffed toys were relatively uncommon, weird even. All that has changed recently: the rise in popularity of toys such as Squishmallows and Jellycat Amuseables has been linked to the growing kidult market (adults buying toys for themselves) which accounted for almost 30% of toy sales last year. On the whole, cuddly toys are something people keep at home, on their beds or on display shelves.
"No matter how cute they are, people are only going to be willing to pay a certain amount for things. My products, they're not a staple. It's going to be the first to be cut from most people's budget."
