Millennials and Gen Zers are hooked on plushies — and that's good news for the toy market

YouTuber Carter Kench with his collection of Squishmallows.

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• Gen Z and millennials keep buying plushies, or stuffed animals in a boost for the toy market.
• A Mintel analyst said plushies are "kind of hot right now."
• Adults spent more than $1.5 billion on toys for themselves in the fourth quarter of 2024, Circana found.

Gen Z and millennials' love of plushies is bringing some cheer to the toy industry.

Young adults adore their stuffed animals...