Collecting isn’t just for kids anymore. From Pokémon cards and Jellycat plushies to quirky figures like Labubus, children’s collectables have unexpectedly found their way into adult hands—and hearts. Whether it’s nostalgia, aesthetic appeal, or a good old-fashioned dopamine hit, collectables are having a moment. And we’re here for it.
So, What’s Going On?
In 2025, we’ve seen a massive shift in how people relate to toys and childhood memorabilia. What used to be considered “just for kids” has become a lifestyle. Social media is flooded with grown-ups proudly sharing their ever-growing shelves of plushies, card collections, and mini figurines—and not ironically. Collecting has become a form of self-expression, a source of comfort, and yes, even a bit of a status symbol.
Pokémon Cards: Still Gotta Catch ’Em All
The Pokémon Trading Card Game has been around for more than 25 years, but its popularity is showing no signs of slowing down. Rare cards are selling for thousands of pounds, unboxing videos rack up millions of views, and even new releases like Scarlet & Violet: Prismatic Evolutions are flying off shelves.
Why the hype? For many, it’s pure nostalgia. For others, it’s about the thrill of the hunt. And for some, it’s actually a calculated investment—especially with vintage Charizards fetching eye-watering prices.
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The Soft Toy Boom: Jellycats and the Rise of the “Kidult”
Jellycat’s plush toys—especially their whimsical food-themed Amuseables—have gone from cute children’s gifts to social media icons. Their squishy charm, limited edition drops, and pastel perfection make them highly collectible. TikTok and Instagram are overflowing with “plushie hauls,” and it’s not just children posting.
It’s part of a larger trend: the “kidult” movement. More adults are buying toys for themselves, often as a form of self-care or nostalgia. Recent studies show that one in four toy buyers in the UK are over 18—and proud of it.
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Enter: Labubu, the Edgy Toy Everyone Wants
If Jellycat is the cuddly face of the plush world, Labubu is its punk cousin. These mischievous-looking characters—often part of limited runs or blind boxes—have exploded in popularity, particularly across Asia and Europe.
What makes Labubus so appealing? They straddle the line between toy and art. Their oddball expressions, seasonal designs, and rare variants have turned them into highly sought-after collectibles for Gen Z and millennials alike.
Short-Form Video Is Fueling the Craze
TikTok and YouTube Shorts have massively amplified the collectible boom. YouTube Short Series like “Should I Open It or Keep It Sealed?” have racked up millions of views, driving interest and demand. Unboxing videos and mystery toy reveals create instant excitement, sparking real-time buzz and influencing global purchasing trends.
Collectors love watching others unwrap mystery packs, compare collections, or show off rare finds. The short, addictive format of TikToks and Shorts makes this type of content perfect for viral success—and for sparking envy or inspiration.
What’s Driving This Obsession?
- Nostalgia: After a chaotic few years globally, people are craving the comfort of the past. A soft toy or a card binder can spark real joy.
- Social Media: Platforms like TikTok and Instagram have made it cool—and even aspirational—to show off your collections.
- Scarcity: Many collectible brands release products in limited runs, making them feel exclusive. That “get it before it’s gone” feeling fuels the frenzy.
- Mental Health: For many, collecting is a form of mindfulness. It’s relaxing, it’s rewarding, and it creates a sense of control in a chaotic world.
Not Just Child’s Play
This isn’t just a toy trend—it’s a cultural shift. High-end brands and major retailers are taking notice, partnering with collectible brands or launching exclusives of their own. Pop-up shops are themed like bakeries or arcades. Toys are no longer just things to be played with—they’re things to be curated, displayed, and even traded like works of art.
The Flip Side
Of course, no craze comes without complications. Rising prices, scalpers, and even thefts have plagued some of the most in-demand items. Just recently, thousands of pounds’ worth of rare Pokémon cards were stolen in a targeted shop break-in. And some retired Jellycat plushes now sell on resale sites for 5–10 times their original price.
For many collectors, the joy is still there—but so is the competition.
Final Thoughts: It’s More Than Just Stuff
Whether it’s a pristine Charizard card, a floppy croissant-shaped Jellycat, or a one-of-a-kind Labubu, today’s collectibles aren’t just about value—they’re about identity. They let people celebrate their childhoods, decorate their spaces, find community, and feel joy in small, tangible ways.
So if you’ve been eyeing that plush pineapple or debating whether to start a binder of Pokémon cards, maybe the time to collect is now. After all, growing up doesn’t mean giving up what made you happy in the first place.