Why Do Adults Still Love Plush Toys? Adults don’t experience emotions in the same way as children, but something interesting happens as we grow older — we begin to miss something we cannot fully describe. For me, this connects deeply to my plush soft toy brand, Lunora. Creating plush toys has made me reflect on why I’ve always been drawn to them, and why so many adults still feel emotionally connected to them. The answer lies in nostalgia, comfort, and emotional connection to