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Stella Huang purchased her initial Jellycat plush toy in the midst of a time of job loss in the pandemic. Encouraged by an acquaintance's passion for these UK-created creatures, her interest was fully sparked when she saw an adorable gingerbread house design circulating on a popular Chinese social media app.

While The Christmas holiday isn't traditionally observed across China, acting more as a commercial event rather than a cultural tradition, the concept of festive cottages resonated to Stella. "It doesn't mean a lot for me... However, I always like the appearance of those sweet houses," she remarks. This led her to eventually ask a friend from her hometown to purchase the item on her behalf.

That purchase was made in 2021, coinciding with Jellycat was about of achieving enormous success in China and internationally. "People were uneasy, and no-one knew what exactly was going to happen," recalls Stella, who developed a habit of stroking and squeezing her soft toys for comfort during a difficult period. Residing in Beijing, a city with some of the most stringent restrictions in the world, she spent extended periods at home.

Now aged 32 with a new job as a sales manager professional, Stella still expand her collection. It has swelled to approximately 120 toys, representing an investment of about 36,000 yuan. "As an adult, you have many things that you cannot share with others... and the troubles we encounter are far more complex than before," she says with a sigh. "These soft toys help me managing my emotions."

Initially created for children, these soft creatures have evolved into an international sensation, especially within China where an increasingly disenchanted younger generation has been seeking solace in them as a source of comfort and solace.

Understanding the Kidults

Her gingerbread cottage plushie belongs to the "Amuseables" line, a set of toys with tiny expressions based on everyday inanimate objects, from toilet rolls and hard-boiled eggs. These plushies are considered a key "breakout products" that "appeal to a wide Gen-Z and millennial demographic" around the world, according to market observers.

The surge in popularity "may have a connection to a desire to feel companionship," propose cultural commentators. It is hard to ascertain if the launch of the iconic Amuseable line back in 2018 was a deliberate move to engage the adult consumer, toy manufacturers are under pressure to must cultivate alternative audiences due to falling fertility rates across numerous countries.

Jellycat entered the Chinese market as early as 2015. By laying the necessary "groundwork", the toy maker was able to capture "the tone of the pandemic"—when people sought comfort during widespread anxiety—capitalizing on this momentum there, as explained by industry experts.

Jellycat's popularity was further boosted through creative pop-up experiences. These retail activations often featured a selection of limited-edition "culinary" products. Many enthusiasts would film themselves interacting and post the clips online.

Localisation proved to be an essential strategy. For instance, fans were able to buy stuffed toy interpretations of traditional British fare such as fish, chips and mushy peas at a pop-up in London. Meanwhile, products including teapot and teacup toys were sold at special outlets in Beijing and Shanghai last year.

In 2024, the UK-based company's revenue reportedly increased by two-thirds to an impressive figure. In the same timeframe, sales of roughly $117 million in value of its products in China on major e-commerce platforms, per research data.

This expansion mirrors a broader boom in China's collectible toy market among young adults seeking emotional comfort and connection. Total revenue from collectible items in China are projected to top 110 billion yuan this year, according to a 2024 analysis.

The remarkable success of other toys such as Labubu, elf-inspired dolls by Chinese toy maker Pop Mart, underscores the market's increasing appetite towards collectable toys. The so-called "adult-child" phenomenon is not exclusive to China; young adults globally are starting to question "traditional understandings of adulthood," observe academics.

Particularly, especially the aubergine plushie—affectionately dubbed "the big boss" by Chinese fans—have also spawned numerous online jokes, with many sharing grievances about the pressures of adulthood. The "aubergine boss" tag serves as a platform where fans sketch different expressions on their toy, showing it in different states from drinking to forcing a smile.

As an illustration, one Hong Kong-based, Wendy Hui, modified her eggplant toy by drawing bags around its eyes and placing a pair of glasses on the toy. She then posted a picture on a social platform with the caption: "The mental state of workers on Monday." "I was working at home even on my days off," the 30-something says. "I merely intended to convey how exhausted I felt."

Thus, Jellycat has become a surprising, light-hearted channel for young Chinese to air their grievances about a slowing economy, where dedicated effort doesn't always ensure comparable returns. Amid strict content regulation, the internet remains a crucial, if not the only, space for such conversations.

The brand's regular launches of exclusive products coupled with the discontinuation of older designs—an approach sometimes referred to as "hunger marketing" locally—has further fueled {