Gen Z adults more likely to host teddy bear's picnics than actual kids amid Jellycat and Labubu craze

The Sun

11-07-2025

GEN Z are more likely to host a tea party for their cuddly toys than actual children according to a recent survey.
'Plushie parties' are surging in popularity amongst grown-ups as Jellycat and Labubu push record sales.
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It comes as a whopping 72% of under-28s said they wanted to throw a bash for their stuffed toys – compared to just 69% of five to 10-year-olds.
In fact, over a quarter (26%) of Gen Z openly admitted to hosting their own teddy bear picnics, with 85% of those inviting their grown-up pals to come along.
Meanwhile, a shameless 41% admitted the events are purely designed to be flogged on social media.
AO, which surveyed 1,000 Gen Zers and 1,000 kids aged five to ten on their love for stuffed-animals, found young adults are putting their own spin on the nursery-rhyme tradition by bringing premium plushies like Jellycats.
Jellycats, which can cost up to thousands of pounds, are most popular with late teen and 20-somethings, according to the survey.
37% of Gen Z adults said they prefer to bring the pricier Jellycat toys to picnics - rather than traditional teddies.
Some of the Jellycat toys are even designed to look like food - so make-believers can pretend their cuddly companions are part of the picnic itself.
The high-value toys have become the latest global obsession, with many Brits sharing how they have built up collections worth a fortune.
Gangs of thieves have even targeted stores selling Jellycats -- in one instance looting £20,000 worth.
'B----, I'LL KILL YOU' Chilling rise of Jellycat gangs - how toys sparked crimewave where KIDS are used as cover & scammers terrorise families
Squishmallows (31%), Hello Kitty (31%) and Labubu (22%) were also popular mentions in the survey.
But while grown-ups are rediscovering their love for soft toys, the magic seems to be fading for little ones.
AO shockingly found almost a third of children have never had a teddy bear picnic at all.
And for those who do, their menus no longer feature traditional jam sandwiches and crisps - but instead barbecued burgers, homemade pizzas, and even sushi rolls.
Some 23% of parents use air fryers to rustle up the feast, and one in five (20%) say their espresso machine is an essential part of the teddy bear's tea.
Isabella Forgione, small appliance expert at AO said: "Today's families are using small appliances in all sorts of creative ways, and it's great to see that even teddy bear picnics are being brought into the modern age."
In honour of the generational shift, AO has unveiled a limited-edition contemporary teddy picnic set - featuring its own mascot, Bear.
Punters can win the set by heading to their Instagram page and entering the competition between before July 25.
Why are Jellycats so popular?
THEY were made for kids, but Jellycat toys remain incredibly popular with adults too. So just what is the appeal?
The London-based company started making toys in 1999, and enjoyed success from the outset thanks to the fabrics used to make their plushies suitable for children of all ages.
In recent years, they have branched out from making toys of various animals into turning virtually anything you can think of into a Jellycat.
Their vegetable offerings, which range from broccoli to avocado, can help kids eat their greens.
And even their April Fools - a toilet paper toy - was a hit with fans.
Jellycat also has numerous celebrity fans, including Princess Charlotte, with a picture released in 2015 showing the royal with her Fuddlewuddle dog.
The hefty price tag of the toys also promote the idea of luxury, and the value of the toys increases over time - meaning they are often a worthwhile investment.
Jellycat releases two new collections a year - in January and in the summer, in either June or July.