Are Labubus and Jellycats the answer to your stress problems?
Collecting plush toys like Labubus and Jellycats can boost mental health, build community, and offer comfort in a chaotic world.
Not so deep in the world of the internet, you have probably come across a plethora of stuffed animals or plush toys circling the digital realms. Whether you’re into them or not, they are a huge part of today's culture. From Jellycat cafés in New York, where you can get a £50 croissant plushie ‘served’ to you at an extra cost, to the Labubu phenomenon that has sparked endless capitalist debates and a slew of ‘Labuburglaries’ for their rarer collectors' items – they are inescapable.
However, as we are bombarded with the soft toy haters in the media, we must ask – what is the harm? Pinning it on overconsumption, obsessive collecting, problems with social pressure, and even the resale market feels like an easy criticism. The trend just seems to irk people, quite frankly. Perhaps because it is women forming a community of individuals new to the collectors' world, or maybe even jealousy, they couldn’t snag the rare Bashful Bunny Jellycat.
In defence of all those new to the stuffed animal world, we wanted to examine the benefits of teddy bears on mental health, as well as the role of collecting habits in forming and being part of a new community. After all, they aren’t going away anytime soon…
Emotional support bunny
That Jellycat bunny on your bed? Not just a cute accessory. It’s a portable safety blanket. Soft toys have a sneaky way of making you feel safe and grounded when the world feels a little bit too much. Child psychoanalysts compare it to the idea of transitional objects – like teddy bears or blankets – as tools for infants to bridge the gap between total dependence on the caregiver and emerging independence. Research shows children with these comfort items display less distress during separation and can explore more confidently when the caregiver isn’t present. Dr. Rebecca Ray, a clinical psychologist, notes that adults are increasingly turning to plush toys for emotional support. In an age of heightened global anxiety, these objects offer palpable familiarity and security, which can be similar to weighted blankets or noise-cancelling headphones.
Attached? No problem.
Can’t spend a night away from your childhood teddy? Attachment theory tells us that plush toys can continue to function as emotional anchors well into adulthood, helping with stress, anxiety, and the need for psychological safety. Touching or hugging soft objects activates areas of the prefrontal cortex tied to emotional regulation. Children especially benefit from this tactile form of self-soothing. In one study, adults who cuddled a plush toy showed measurable signs of relaxation, higher alpha and theta brainwave activity, similar to traditional relaxation techniques.
Cortisol be gone
Studies say plushies can literally lower your stress hormones. Research indicates that interactions with stuffed animals can reduce cortisol levels in children, signalling real stress relief. According to student wellness programs, having access to stuffed animals can lower stress hormones like cortisol and epinephrine, while also boosting serotonin and dopamine. And finally, for adults, a psychology-focused article points out that touching a soft stuffed animal can trigger measurable reductions in cortisol, similar to petting a real animal
A new collectors community
Collecting physical objects is an appealing and popular hobby around the world. People have been doing it for thousands of years — archaeologists have found crystal collections in southern Africa dating back over 100,000 years. From stamps and coins to action figures, wine, and now plush toys, the impulse to collect is deeply human. According to a 2021 Morning Consult survey in the United States (where our plush toy obsession comes from), 42% of millennials have collected something at some point in their lives, compared to 29% of baby boomers. People collect for all kinds of reasons – personal pleasure, investment potential, or a sense of loyalty to a community.
Personal collecting joys
Having a niche hobby makes small talk easier. Trade shows, online groups, and swap meets offer built-in conversation starters and help collectors form connections with like-minded people.For many, collecting begins simply: pick an item, learn about it, find ways to source it, and start. Plush collecting, especially, requires little more than enthusiasm and shelf space (and maybe a good resale alert system). Engaging with a meaningful hobby can reduce anxiety and depression. Sorting, researching, and curating a collection is a form of mindfulness, drawing your attention away from stressors. Setting and reaching collection goals – like finding that rare Labubu variant – can also be deeply satisfying and motivating.
Whether it’s a Brie cheese-shaped Jellycat or a rare first-gen mint green Labubu figure, collecting and indulging in buying new plush toys can be much more than a quirky hobby or form of consumption. It’s a form of self-expression, a stress reliever, and even a ticket to new friendships. Just keep it balanced, and your “silly little stuffed animals” might be one of the healthiest things in your life.