During the pandemic, many individuals turned to comfort items as a means of coping with uncertainty and stress, a trend exemplified by the rise of Jellycat plush toys in China. A poignant case is that of Stella Huang, who purchased her first Jellycat after losing her job. Introduced to the brand by a school friend and inspired by a gingerbread house plushie she saw on the social media app RedNote, Stella began her collection during a particularly tumultuous time.
Despite Christmas lacking traditional significance in China, it has morphed into a commercial phenomenon, and Stella’s love for the aesthetic of gingerbread houses drew her to the plush toy. What began as a small comfort has grown; she now owns 120 Jellycats, spending around 36,000 yuan (approximately $5,145). Stella expressed that at her age, sharing personal struggles can be challenging, and her plushies provide her emotional solace.
Originally intended for children, these whimsical toys have resonated with a broader audience, especially young adults seeking comfort amid an increasingly complex world. The line of “Amuseables,” which features plush representations of everyday objects, has become particularly popular among Gen-Z and millennials. Kasia Davies, a representative from Statista, attributes the toys’ success to a shared desire for companionship and emotional regulation among young people.
Jellycat’s strategic entry into the Chinese market in 2015 has paid dividends, especially during the pandemic when people were eager for sources of comfort. The brand’s approachable, localized product offerings—like plush versions of fish and chips or teapots at special outlets—further catered to cultural tastes and preferences.
In terms of financial performance, Jellycat saw a remarkable increase in revenue, climbing two-thirds to £333 million ($459 million) in 2024. Estimates indicate that the brand sold around $117 million worth of toys to Chinese consumers on major e-commerce platforms during that time. This success mirrors a larger trend within China’s collectible toy market, projected to exceed 110 billion yuan this year as emotional comfort becomes increasingly sought after by the youth.
The collectable toy market is not just a Chinese phenomenon; globally, sales are on the rise, particularly among those questioning traditional adult roles and responsibilities. This “kidult” trend reflects a broader societal shift as young adults seek ways to cope creatively with the pressures of modern life.
Social media plays a significant role in the popularity of these toys, as seen through the proliferation of memes featuring Jellycat’s Amuseables, notably the aubergine, often referred to affectionately as “the boss.” These creative expressions allow fans to vent frustrations about adult life, with some even modifying their plushies to reflect their moods.
Despite its initial success, recent reports indicate a shift in interest, with some fans exploring alternatives like “blind boxes,” which offer a more unpredictable and exciting collectible experience. Concerns about the practicality of collecting amidst financial pressures are commonplace, as many individuals reflect on their spending habits in light of economic uncertainties.
Stella encapsulates this sentiment, expressing reservation about the ever-increasing difficulty of acquiring these plushies, suggesting that while they provide joy, her circumstances prompt reconsideration of the hobby. For many, the allure of Jellycat toys remains, balancing the delicate relationship between emotional comfort and the realities of a challenging economic landscape.
