正文
—
elfin figures in fluffy outfits made by Pop Mart, a Chinese toy company
—
are popular across Asia.
全世界都为毛绒玩具而倾倒。
TikTok
上带有
#
毛绒玩具
#
话题的视频浏览量已达
80
亿次，内容涵盖各类填充玩偶。商店不时出现抢购热潮，
Jellycat
快闪店甚至需要预约入场。中国潮玩公司泡泡玛特出品的
Labubu
精灵系列玩偶（身着毛绒服饰的精灵玩偶）正在亚洲各地掀起热潮。
Melissa Symonds of Circana, a consumer-insights firm, says that soft toys are the second-largest category in the British toy market; sales have increased by around 58% since 2021. The global market was worth almost $12bn in 2023 and is expected to grow at an annual rate of 8% until 2030.
消费洞察公司
Circana
的梅丽莎
·
西蒙兹指出，毛绒玩具已成为英国玩具市场第二大品类，自
2021
年以来销售额增长约
58%
。
2023
年，毛绒玩具全球市场规模近
120
亿美元，预计到
2030
年将保持
8%
的年增长率。
So lucrative are these playthings that Warren Buffett bought the parent company of Squishmallows, an American purveyor of rotund stuffed animals, in 2022, calling it a money-making “
gem
”
.
这些玩具的利润如此诱人，以至于沃伦
·
巴菲特在
2022
年收购了美国圆润毛绒动物玩具品牌
Squishmallows
的母公司，称其为润毛绒动物玩具赚钱的
"
瑰宝
"
。
It is not young kids driving the demand but
“
kidults
”
(those aged 12 and above). Kidults now account for over a quarter of sales and, in 2023, surpassed preschoolers for the first time as the biggest age cohort for toys overall.
推动这一需求的并非小孩子，而是
"
大孩子
"
（
12
岁及以上群体）。该群体目前占据超四分之一的销售额，更在
2023
年首次超越学龄前儿童，成为整体玩具市场消费最大的年龄群体。
The craze began during the pandemic, as teenagers and young adults, stuck at home amid a global upheaval, sought succour in cute playthings. Lucy Dray, the owner of an online soft-toy shop called Baby Beans, says that plushies
“
