中青报·中青网记者 石佳 周周"创作的扭扭乐ASMR短视频作品。受访者供图 马年春节前，当多数直播间被传统年货"霸屏"时，短视频博主"美式周周"的镜头前却摆满了彩虹般的塑 料条——扭扭乐。随着指尖轻轻拨弄，扭扭乐盘绕转动，发出细腻的声响。评论区不断滚动："温变款 雾海色还有吗？""金属银秒没？"多款热门色系上架即告罄。 "紫蝶、粉晶、秋枫这几个色，仓库说真的补不上了，年后到货第一时间通知。"看着评论区不断刷新的 缺货提醒和询问，"美式周周"对着镜头无奈地笑了笑。"没想到，春节前解压玩具成了'情绪年货'。" 她告诉中青报·中青网记者，一些解压玩具正从年轻群体的指尖"小玩具"，演变为一种关乎情绪消费 的"新风尚"。 春节档的"情绪年货" 在"美式周周"的粉丝群里，春节前的讨论多了一分温暖的"人情味"。 有网友晒出自己买的全色系扭扭乐，打算带回老家送给亲朋好友，"一人一个，大家可以选自己喜欢的 颜色，比发红包有意思。"也有人分享，自己给备考研究生的朋友送了一套解压玩具组合，"他复习压力 大，这个既能解压又能当桌面摆件，比送补品实用。" 博主"美式 这些解压玩具正从个人消遣走向社交场域，成为年轻人之间传递心意的新载体 ...

"你可别小瞧这个'塑料绳'，玩一玩就没那么紧张了。" 等候大case提案的间隙，辰辰从包里拿出了一团蜷曲的扭扭乐，拇指和食指下意识地扭转起来，柔韧的 触感在指腹间反复回弹。对面同事瞥见这一幕，忍不住投来好奇的目光，她抬眼笑笑，手里的动作没 停："真有点压力解药那意思。" 把看似"幼稚"的玩具当做慰藉，辰辰并非个例。盲盒售货机前，常有人在许愿或者深呼吸，拆开瞬间的 惊喜或意外，能带来久违的好奇与探索欲；午休时的办公室，有人对着一沓卡牌悉心搭配，将职场的嘈 杂隔绝在外，获得片刻专注与沉静；更有人在拼完迷你拼图的过程中，释放掉积攒已久的压力，走向内 心的"小圆满"……这些曾贴上"小孩子才玩"标签的潮玩，如今靠着治愈又解压的属性，正悄然成为成年 人内心的避风港，被当代网友亲昵地称作"情绪阿贝贝"。 在抖音电商，一批精准踩趋势的潮玩新品牌，在「抖音商城新品牌·宠粉日」IP加持下，率先在细分品 类中收获了声量与销量的双重爆发。截至目前，活动总曝光已超过1.5亿，相关话题词最高登抖音热点 榜、种草榜双榜第一。 爱你老己，"情绪阿贝贝"成为成年人刚需 一代人有一代人的情感寄托。当代年轻人深陷工作负荷、社交焦虑、生活压力的多重 ...

Core Insights - The toy "Tangle" has gained significant popularity among young consumers as a stress-relief product, reflecting a growing trend in the market for sensory and tactile toys [2][3][6] - The price range for Tangle products varies, with basic models priced around 50 yuan, while rare editions can sell for several hundred yuan in the second-hand market [3][4] - The market for stress-relief toys has transitioned from niche to mainstream, with rapid product innovation and a focus on combining stress relief with social and aesthetic elements [6] Product Popularity - Tangle toys are being sold both online and offline, with sales figures ranging from thousands to over ten thousand units for popular items [2][3] - Specific models, such as the temperature-changing Tangle, have sold over 100,000 units, indicating strong consumer demand [2] - The variety of Tangle products includes different materials and designs, appealing to a wide audience [3] Market Trends - The stress-relief toy market is experiencing a surge in interest, with social media platforms showing billions of views and discussions related to these products [5] - The integration of sensory experiences in toys is becoming a key factor in attracting consumers, as these products are designed to enhance focus and alleviate anxiety [5][6] - The industry is responding to a real demand for mental health-related products, indicating a shift in consumer preferences towards items that promote well-being [6]

Group 1 - The core viewpoint of the articles highlights the rise of fingertip stress-relief toys as a significant segment in the "emotional consumption" market, appealing particularly to younger consumers [1][3] - Fingertip stress-relief toys, such as "squeeze toys" and "twist toys," are gaining popularity, with social media engagement surpassing 60 billion views on Xiaohongshu and 400 billion on Douyin, outpacing traditional toys like puzzles and building blocks [1] - There is a clear gender differentiation in consumer preferences, with softer, cuter designs favored by female consumers, while male consumers gravitate towards EDC (Everyday Carry) toys, which have a more hardcore and mechanical design [2] Group 2 - EDC toys have seen a significant surge in popularity among male consumers, with sales during the 618 shopping festival on Taobao increasing by 250%, and over 80% of buyers being male, particularly young males who spend over 10,000 yuan annually [2] - Despite the high prices of some EDC toys, which can range from tens to thousands of yuan, there is a substantial market for more affordable options sold by individual merchants on platforms like Pinduoduo and Taobao, indicating a diverse consumer base [2] - The explosive growth of stress-relief toys reflects the broader trend of "emotional consumption," driven by pressures from work and studies, with the need for low-cost, easily accessible toys that provide immediate stress relief [3]

Group 1 - The article discusses the rising popularity of sensory stones and similar fidget toys among young people, highlighting their perceived benefits in enhancing focus and concentration during study sessions [2][4][12] - These products, often seen as gimmicky, have gained traction due to the increasing pressure on students and young professionals to perform academically and in the workplace [8][35][76] - The market for these focus-enhancing toys is thriving, with significant sales figures reported, indicating a strong demand driven by the anxiety surrounding attention and concentration issues [30][27][36] Group 2 - Various types of fidget toys, including sensory stones, magnetic balls, and Tangle toys, are marketed with claims of improving focus, although the scientific basis for these claims is often questioned [18][21][61] - User feedback on these products is mixed, with some individuals reporting benefits in managing anxiety and improving concentration, while others find them distracting or ineffective [50][51][44] - The article emphasizes that the underlying issue of attention anxiety is a broader societal problem, exacerbated by increasing academic and professional demands on young people [79][76][83]

Core Insights - The popularity of stress-relief toys, particularly "Tangle," has surged on social media, with many young people claiming it helps alleviate stress in fast-paced modern life [1] Market Trends - The stress-relief toy market is experiencing significant growth, with the domestic market expected to reach 12 billion yuan by 2025 [5] - Globally, the stress-relief toy market is projected to approach 10 billion USD in 2023, with an anticipated compound annual growth rate (CAGR) of 8.5%, reaching 15 billion USD by 2028 [5] Consumer Preferences - Male consumers tend to prefer EDC (Everyday Carry) toys, while female consumers favor toys like "Tangle" and "squeeze" toys [2] - A survey indicated that over 80% of adults own small toys, with a notable interest in materials like plastic, acrylic, and metal [4] Product Characteristics - "Tangle" toys are made of plastic or metal, featuring multiple segmented modules that can be twisted into various shapes, providing tactile feedback and emotional release [2] - Squeeze toys come in various designs, offering a sensory experience that helps relieve anxiety through sound and texture [3] Market Challenges - The Chinese market faces issues of product homogeneity and imitation, which need to be addressed for sustainable growth [6][7] - In contrast, mature markets like Europe and the US emphasize product innovation and high-end features, including technology integration and eco-friendly materials [6]

Core Viewpoint - The article discusses the rising trend of "fidget toys," particularly the Tangle, among urban workers as a means to alleviate workplace anxiety and improve focus, reflecting a broader cultural shift towards seeking emotional value in everyday objects [1][2][3]. Summary by Sections Fidget Toys and Workplace Culture - The Tangle, a colorful plastic fidget toy, has gained popularity among workers, marketed as a tool to enhance focus and relieve anxiety, selling for around 70 yuan each [1][4][6]. - The emergence of fidget toys like Tangle is linked to the growing trend of self-improvement among workers, with products like "扭扭乐" (Tangle) entering office spaces [3][4]. Market Dynamics - The Tangle's price can reach up to 108 yuan on resale platforms, indicating a significant markup from its production cost of around 5 yuan [7][8]. - The fidget toy market has diversified, with premium versions made from materials like wood being sold for over 700 yuan, attracting a new consumer base [8][9]. Psychological and Medical Aspects - Tangle has been recognized as a therapeutic tool for ADHD (Attention Deficit Hyperactivity Disorder), with claims of improving focus and reducing anxiety, supported by its classification as a medical device by the FDA [9][10]. - The article highlights the increasing prevalence of ADHD diagnoses among adults, with many individuals self-identifying with the condition based on common symptoms [14][16]. Cultural Implications - The rise of ADHD as a trendy diagnosis reflects a societal shift, where symptoms are often trivialized or misidentified, leading to a culture of self-diagnosis [15][22]. - The Tangle and similar products serve as coping mechanisms for individuals navigating the pressures of modern work life, providing a socially acceptable outlet for anxiety [20][21]. Consumer Behavior - The popularity of fidget toys is driven by their perceived emotional value, with consumers willing to pay a premium for items that offer stress relief and a sense of control in chaotic environments [19][20]. - The article notes that while fidget toys may provide temporary relief, their effectiveness in treating ADHD remains scientifically unproven [19][20].