Are we all just grown-up kids?

Have you noticed how we’re all kind of obsessed with toys again? By that, we mean actual toys — plushies, figurines, dolls, etc. We’re entering a phase of adulthood where we might actually be regressing… That’s right, those nostalgic mementos from our past are here in a big way. From the rise of the Sonny Angels and Smiskis to the rebirth of the Tamagotchis and Flip phones, if there’s one thing we’re obsessed with right now, it’s a blast from the past. While some adults have been playing with figurines, wands, lightsabers, and other toys over the past decade, most of this playing wasn’t particularly mainstream. Where it was once seen as cheugy to play around with toys as an adult, we’re seeing a huge shift amongst adults as toys become more popular. Between the rise of TikTok-famous Smiskis and Sonny Angels to the recent virality of revived Tamagotchis it feels like we’re all trying to escape adulthood.  

The return of Y2K toys

We’re all well aware of Gen Z's love for nostalgia and nostalgia items; however, when it comes to flip phones and Tamagotchi, most of Gen Z wasn’t around for the 90s when these were at their peak — which begs the question, are we really nostalgic for these items, or are they just helping us heal our inner child in some way? We associate flip phones, Tamagotchi, and toys with a specific era of life, one that was less complicated — not bogged down with social media, AI, or an impending robot takeover. Jokes aside, the revival of this “old” tech has come back in such a huge way, it’s curious that for a generation who was in diapers for most of the haydays, we’re not only intrigued but obsessed. 

Toys are the new must-have accessories

That obsession has turned our toys into a statement. Tamagotchi is no longer just a digital pet but an accessory. Girls are using it to decorate and “Birkin-ify” their purses. The Sonny Angels, an adorable figurine that’s risen in popularity in the past few years, is a charm for everyday items such as lip balm. From the same company as the Sonny Angels, the Smiskis have taken over home decor, and flip phones are… well, back. This obsession with personalization, child-like toys, and nostalgia is not only healing our inner child but also giving us rushes of dopamine that help us escape from the pressures of adulthood. The premise behind these items isn’t that you’ll necessarily interact with them every day or truly play with them like you used to as a kid; instead, their purpose is to provide you with the dopamine rush you had as a kid. Every time you look around your house and see a Smiski, or pick up your lip balm to find a Sonny Angel peering back at you, or reach for your purse and feed your Tamagotchi, there’s a brief rush of dopamine as you see something cute, sweet, innocent, and reminiscent of a time before life got to be so heavy. 

If you’re looking for an easy way to brighten your day, consider grabbing yourself one of the latest toys on the market. They’re a simple reminder that everything in life doesn’t need to be heavy and serious. Sometimes, it’s nice to lean into childishness.