Plush toys have always been a classic companion in the process of children’s growth, and are also the emotional sustenance treasured by many adults. However, as consumers pay more attention to health, environmental protection and social responsibility, people’s requirements for plush toys are also changing. So, what issues are people most concerned about dolls at present? This article will analyze consumers’ core concerns in depth from the perspectives of safety, environmental protection, functional innovation and emotional value, combined with market data and industry trends.
1. Safety and health: Is it really harmless?
Key issues:
Chemical residues: Do the fabrics, fillings and dyes of plush toys contain formaldehyde, phthalates (plasticizers) or heavy metals?
Risk of small parts falling off: Are decorations such as eyes and buttons firm to prevent infants and young children from swallowing them by mistake?
Allergen control: Are low-allergy materials used to reduce the breeding of dust mites?
Facts and figures:
According to the 2023 report of the EU RAPEX (Rapid Alert System for Non-Food Consumer Products), the proportion of plush toys recalled due to “chemical excess” and “choking risk” accounted for 15% of the toy category.
In 2022, the State Administration for Market Regulation of China found that some low-priced plush toys released excessive formaldehyde, and long-term exposure may harm children’s health.
Industry response:
International certification has become standard: safety certifications such as EN71 (EU), ASTM F963 (US), and CCC (China) have become an important basis for consumers to purchase.
Traceable label: Some brands provide QR code traceability and display material test reports.
2. Environmental protection and sustainability: Can plush toys be more “green”?
Key questions:
Is the material degradable? Traditional polyester fiber fillings are difficult to decompose. Can organic cotton and recycled fibers be used?
Is the production process low-carbon? Is the dye environmentally friendly? Does the packaging reduce plastic?
Does it support recycling? Does the brand offer a recycling program for old toys?
Facts and figures:
TY (Beanie Baby), a world-renowned toy brand, has launched an environmentally friendly series filled with 100% recycled PET, reducing carbon footprint by 30%.
A 2023 UK survey showed that 68% of parents prefer to buy toys made of sustainable materials, even if the price is higher.
Industry trends:
The rise of “Vegan Toys”: avoid using animal-derived materials (such as wool) and use plant-based fibers instead.
Growth in the rental or second-hand market: Platforms such as ToyCycle provide disinfected second-hand plush toys to reduce waste.
3. Functional innovation: How else can plush toys be played?
Key questions:
Does it have early education functions? Such as voice interaction and sensory training design.
Can it be combined with technology? Such as AR interaction, smart temperature sensing, etc.
Is it suitable for adult needs? Such as decompression toys and IP joint collections.
Facts and data:
The 2024 trend report of the American Toy Association (TIA) pointed out that the “smart plush toy” market will grow by 12% annually, such as brands such as Anki Cozmo combined with AI interactive functions.
Disney, Line Friends and other IP joint models have surged in sales among adult consumers, and some limited editions have a premium of 300%.
Industry innovation direction:
Emotional healing toys: such as comfort dolls with heartbeat simulation functions to help relieve anxiety.
Customizable design: Consumers can choose their own colors and engravings to enhance the personalized experience.
4. Emotional value: Why do adults also love plush toys?
Key questions:
Does it have companionship attributes? Such as “healing” design for the lonely economy.
Does it carry cultural identity? Such as national trend style and ethnic characteristics.
Facts and data:
According to JD.com’s 2023 consumer report, the proportion of 18-35 year-olds who buy plush toys has increased by 40%, mainly for stress relief and decoration.
According to a study of Japan’s “Healing Economy”, 25% of adults will buy plush toys for emotional support.
Brand Case:
Jellycat has become a social media influencer with its soft touch and cute design, and is even used as an “emotion stabilizer” by adults.
Chinese brand “Wen Tongzi” launched a national trend style doll, combining traditional cultural elements to attract young consumers.
Conclusion: The core competitiveness of plush toys in the future
Currently, consumers’ attention to soft toys has gone beyond “cuteness” itself and turned to comprehensive considerations of safety, environmental protection, intelligence and emotional value. In the future, if brands want to win the market, they need to:
Strengthen safety certification and provide transparent supply chain information;
Use sustainable materials to cater to environmental consumption trends;
Combining technology and emotional needs to expand the adult market;
Focus on cultural resonance and create differentiated IP.
Plush toys are no longer just playmates for children, but modern consumer products that carry health, environmental protection and social responsibility. When purchasing, consumers should also pay attention to certification marks, material descriptions and brand concepts to ensure that they choose products that are truly suitable for them.
Does your plush toy meet these standards? Feel free to share your thoughts!
Post time: Jun-04-2025