>>5395432 It combines happy childhood nostalgia with the visceral sensation of purchasing something for yourself, which makes you feel content because it reminds you both that you are provided for and that you are capable of providing for yourself well enough to afford "small" luxuries like toys. Also, unlike more abstract purchases like video games, fancy meals, or movies, it's not typically linked to a one-time experience, so you can pick it up and get those sensations over an over at will.
TL;DR, it makes you feel safe and happy and reminds you of good kid times.
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