Why Adults Are Buying Toys Again: The Mental Health Power of Kidult Culture
In today’s fast-paced, overstimulated world, it’s not surprising that many adults seek comfort in the simplest things, like toys. Plush animals, collectible figurines, and nostalgic games are no longer just for kids. They’re part of a growing trend called kidult culture, where grown-ups embrace the joy, comfort, and emotional safety of childhood favorites. But this is more than a quirky pop culture phenomenon—it has real implications for mental health and emotional well-being.
At its core, “kidulting” taps into a deep psychological need: the desire for safety, connection, and regulation in uncertain times. As mental health professionals, we’re seeing a rise in adults who turn to sensory objects and familiar rituals from childhood, not out of immaturity, but as a way to soothe anxiety, manage burnout, or reconnect with parts of themselves that have long been ignored. These objects often function as grounding tools, offering a tactile, visual, or emotional anchor during moments of distress.
Nostalgia is a powerful emotion. Research has shown that revisiting positive memories from the past can activate brain regions associated with reward and calm. For clients experiencing stress, loneliness, or trauma, the presence of a plush toy or childhood memento can help regulate the nervous system, especially when paired with trauma-informed practices or Acceptance and Commitment Therapy (ACT). Many therapists, including those here at Life Matters Counseling and Psychological Services, use object-based interventions in sessions to explore inner child healing or support Ketamine-Assisted Psychotherapy integration.
For example, we’ve worked with clients who bring their Jellycat plush or a childhood toy into therapy sessions—not as regressions, but as expressions of comfort and self-compassion. These items can help create a bridge between the adult self and younger parts that may still carry emotional wounds. When processed therapeutically, kidult practices can foster meaningful emotional integration and even accelerate healing.
Of course, there’s a line between healthy emotional soothing and avoidance. When collecting or playing becomes compulsive, isolating, or a form of emotional numbing, it might be time to explore the behavior more deeply. The difference often lies in intention: Are you using play to connect or disconnect from yourself and the world?
At Life Matters Counseling and Psychological Services, we believe that healing doesn’t have to be sterile or clinical. Sometimes, it looks like holding a soft bunny while processing hard truths. Sometimes, it means honoring the part of you that never felt safe enough to play freely. And sometimes, it means permitting yourself to feel joy again.