Adults dressed in military-style outfits; children receive toy tanks
A market analysis by Moneyplace shows demand for military-themed gear in online marketplaces rising steadily since February and peaking in July. The most dramatic surge was in badges, with a 4891% jump over six months. Military insignia drew the second-largest increase at 4386%.
Next came military-themed T-shirts with a 1204% rise. Women’s military-themed apparel followed at 651%, and military epaulets moved up by 623% as more buyers added them to carts. Demand broadened for a range of items, including children’s costumes for girls (333%), military toy kits (187%), Lego military sets (138%), military sets for boys (120%), military berets (177%), and hats (341%).
Fashion and tradition endure in military-inspired clothing
Natalya Naumova, a family psychotherapist and child psychologist, notes that military fashion in Russia is not merely new. As patriotic education efforts expand nationwide, interest in military themes and clothing has grown. The public response to the ongoing conflict has amplified emotional engagement with these styles, reflecting a long-standing trend that has intensified in recent times.
Naumova suggests that people consider the future of loved ones, especially if a family member serves in the armed forces. This concern can raise anxiety, making military-inspired attire a source of reassurance. In tense moments, both children and adults often turn to military play and gear as a way to feel prepared and composed.
According to the psychologist, this is a common coping mechanism: fear can ease when scenarios feel manageable, and a sense of control returns as people adopt familiar symbols of readiness and protection. The effect is often visible in daily life as adults purchase badges and uniforms while children interact with military-themed toys and costumes.
Will toy tanks and lids help children cope?
Special operations have heightened information flow for families, with parents and teachers among the most trusted sources for children. Naumova emphasizes the role of adults in shaping how kids interpret current events.
Even on playgrounds, conversations about real-world events can surface, sometimes triggering questions that raise anxiety. Yet toys or clothing do not inflict trauma; they can help children gain perspective and feel protected. Historically, when societies faced unrest, children have naturally reenacted adult actions through play, which can foster stability.
There is an acknowledged risk of danger, but the path forward lies in how adults respond. Families may model calm through small, concrete steps, such as exploring age-appropriate toys and costumes that align with the child’s development. Children’s games that weave elements of conflict into play can offer relief from fear by providing structure and familiarity, according to the psychologist.
Additionally, allowing open conversations helps children voice experiences and ask questions. Supportive listening from parents can reassure them and guide them toward a grounded understanding. When done thoughtfully, such conversations help a child feel safe and capable of navigating uncertain times.