Jellycat, the beloved toymaker of Gen Z, sees annual profits double amid surge in adult toy popularity.

Jellycat's Profit Surge: British toy brand Jellycat more than doubled its profit in 2024, driven by a growing trend of "kidults" purchasing soft toys for comfort, with revenue rising 66% to £333 million.

Popularity and Market Trends: The company is experiencing significant demand across Europe, China, and the U.S., with adults increasingly driving toy sales, reflecting a broader trend of nostalgia and mental health benefits associated with toys amid global challenges.