The first time I saw a Sonny Angel was on a friend’s Instagram post three years ago. Now, the little naked cherubs are all over my timeline. Sonny Angels, Labubus, and other blind box collectible toys (mystery figurines that come in sealed boxes) have become an overnight sensation. Not only do I see them on the internet, but they’re also in my bedroom, my friends' bedrooms, on our work desks and attached to our electronics.
Collecting toys has always been a popular hobby, but adults who collect them have often faced negative judgment.
“There used to be a stigma about adults collecting toys,” says Marisa LaScala, Good Housekeeping’s Senior Parenting & Relationships Editor. “But that's not the case anymore. In fact, the Toy Association reported that 'kidults' accounted for a quarter of all toy sales in the United States in 2025.”
This new wave of collecting seems to be fueled by nostalgia and the desire to own a piece of a favorite franchise. Many of the items that show up on social media are cute toys that tap into childhood memories, like Furbies, the robotic plush toys that were hugely popular in the 1990s. Others, including Funko Pops and action figures, let fans bring home physical versions of the movie, TV and comic book characters they love.
We asked Gen Z collectors to share their toy collections. They vary in size, theme and level of cuteness, but they all have one thing in common: In one way or another, they bring their owners pure bliss.
Dani Greenwood, 28
Hometown: Brooklyn, NY
I collect figures, plushies, bag charms, acrylic charms, acrylic stands, and various stickers and art pieces. I focus on certain brands and franchises in my collection, like Furbies, Trolls, Beanie Babies and Calico Critters. A large portion of my collection is also merch from anime series such as Heaven Official’s Blessing, Evangelion, Madoka Magica, Free! Iwatobi Swim Club, Yu-Gi-Oh! and Grandmaster of Demonic Cultivation.
My collection has over 100 items.
I started collecting because as a child, I formed emotional attachments to fictional characters, so I loved having plushies and figurines of them. They brought me comfort and helped me get through the school day. My collection started small, but I was inspired by other people’s collections on social media. Over the years, I’ve accumulated many items and created something that feels almost like an art installation in my own room.
I think my generation likes to collect because people are looking for things that bring them happiness and joy. As we doomscroll each day, we’re constantly surrounded by social media and a relentless news cycle, so many of us find comfort in small things that remind us of a more creative, whimsical and joyful time. Nostalgia culture is also huge right now — from Y2K to ’90s aesthetics and beyond. I think people are searching for something that brings them back to childhood, a time that felt softer, kinder and more hopeful.
Collection page: @thedanimuseum
James Dodge, 29
Hometown: Reno, Nevada
I collect action figures
My collection has over 20 characters. I specifically collect DC Comics and Star Wars figures. I try to limit myself to those two properties. Otherwise, I’d spend a ton of money; some vintage action figures can cost thousands of dollars. I usually collect in pairs, whether that be a hero and a villain or partners like Batman and Robin; each pair gets a specific shelf.
I started collecting because the realism of these in particular is what interests me—you can hold something you saw in a movie or TV show. I also share photos of my collection on Instagram, and figure photography gives me a reason to do more than just keep everything on a shelf. It encourages me to take pieces out, photograph them, and share them online.
I think my generation likes to collect because People may not be buying DVDs or Blu-rays at Best Buy much anymore—especially since new movies and shows in those formats can be hard to find at affordable prices, but if you want something from Stranger Things, chances are they’ve got Funko Pops. Sometimes people just see something cute and want to own it. In that sense, it’s not really new. Everyone has a grandma or aunt who collected Santa Clauses or porcelain dolls.
Collection page: @i_ammjamm
Marissa Swaim, 23
Hometown: Whitehall, PA
I collect Squishies (soft foam toys designed to be squeezed). I primarily collected squishies from sixth to eighth grade, but you could say I’m a collector of things in general, including Kawaii (Japanese term for cute or adorable) things.
My collection has almost 100 squishies. At my peak of collecting, I probably had anywhere from 200 to 300. My main reason for downsizing is that I wasn’t actively using or displaying them, so I offloaded them to people who were interested in them. I also brought them into my corporate office space, where people really enjoy stress toys and stress relievers.
I started collecting because back in middle school, I liked watching YouTube, and there was a trend where people went squishy shopping. This really piqued my interest, so I started buying my own, playing with them and loved finding ones that were slow-rising or had a great texture. They were also cute aesthetically, coming in different collections, some shaped like food or my favorite Japanese characters — so they were fun to carry around or show friends.
I think my generation likes to collect because a lot of our interactions are on the internet, so we crave things that our phones aren’t able to give us.
Bianca Pitter, 20
Hometown: Allentown, PA
I collect Hello Kitty merchandise
My collection has over a dozen Hello Kitty-themed items
I started collecting because I have pictures of myself when I was younger, wearing a Hello Kitty shoulder bag and hat. At first, it was something my parents introduced me to, but once I started noticing Hello Kitty items on my own, I’d always say, “I want that.” Now my collection is displayed all throughout my room.
I’ve always loved Hello Kitty, so whenever I see merch, I’m instantly tempted to buy it. I even love the Hello Kitty candies — especially the ones with jelly inside. To me, these collectibles are more than just decorations, they’re something I can one day pass down to my kids. If I have a daughter, I’d love to give the collection to her.
I think my generation likes to collect because Gen Z grew up during a lot of instability—the COVID-19 pandemic, economic uncertainty and constant online exposure. Collecting small, cute objects like plushies, figurines or blind boxes gives a sense of predictability and personal control. You choose what to collect and how to display it, and it becomes a little space that feels safe and yours.
Isabelle Gauval, 27
Hometown: Brooklyn, NY
I collect Smiskis (mini figurines)
My collection includes 20 Smiskis, and they’re scattered all around my apartment — on picture frames, coffee stations and tucked between my plants. Once I hit 20, I decided to stop collecting them. Now, I only let myself get another one if I really want it or if it’s given to me as a gift.
I started collecting because I think it’s a great way to make you smile. Every time I look at my collection, it makes me happy. My mindset when buying them was always, “You get what you need” — meaning you’ll receive whatever figure you need at that time.
I think my generation likes to collect because most Smiskis come in sealed blind boxes, so part of the appeal is not knowing which one you’ll get. The whole experience, from buying one to opening it and discovering what’s inside, is fun and a little thrilling.
Rosamelia is a writer at Good Housekeeping, covering everything related to Gen Z, lifestyle, and online trends. She’s a graduate of NYU's Magazine and Digital Storytelling program. In her free time, you can find her reading and reviewing books on her bookstagram: amelias_biblioteca.
