Play food has traditionally been associated with the make-believe kitchens of preschoolers, but this Christmas, a surprising trend is emerging – adults are eagerly lining up to purchase adorable toy versions of their favorite foods and drinks, such as croissants, slices of cake, and takeaway coffees. In a world where food and cuteness reign supreme on social media, the fusion of these two elements into tactile toys, accessories, and tree decorations has become an unexpected hit among both children and adults alike.
Rachael Simpson-Jones, the editor of Toy World Magazine, notes the immense popularity of this trend, stating that food has become a massive trend in toys, spanning plush toys, collectibles, and jigsaws. The Amuseables range from the British brand Jellycat, featuring food-themed toys and accessories like coffee and croissant-shaped bags, is making waves on Christmas lists. Selfridges reports a staggering 110% increase in sales compared to 2022, making Jellycat the fastest-selling toy brand in its department stores. Unique items like the £30 coffee cup bag quickly sold out upon release.
Eleanor Gregory, Selfridges' toy buying manager, highlights the appeal of Jellycat's quirky food characters, especially to Gen Zers who enjoy sharing their purchases on social media or gifting them to friends. Despite a generally depressed toy market due to the current cost of living crisis, plush toys, particularly the Squishmallows brand, stand out as a bright spot. Squishmallows, known for their whimsical creatures that can take the form of fruit, vegetables, animals, or hybrids, have seen remarkable success in the UK, with global sales surpassing 300 million.
Rachael Simpson-Jones emphasizes that the pandemic played a role in this surge, with people seeking joy and levity in their lives. Plush toys, being cuddly and cute, offer a departure from traditional teddy bears. Collecting toys, while not a new concept, has experienced a revival through social media, where users share pictures and videos of their collections. With Christmas being a crucial time for the toy industry, the pressure is on, as nearly 30% of the annual sales come from dolls, games, and action figures purchased for children during this season. Despite a 5% decline in toy spending during the first ten months of the year, retailers are optimistic about a last-minute rush before Christmas, leveraging price cuts and promotions to attract shoppers in a challenging market.