Stella Huang bought her first Jellycat plush toy during a tough time. Losing her job during the pandemic was hard. A friend introduced her to these soft toys, but she truly fell in love when she saw a gingerbread house plushie on RedNote, a popular Chinese social media app.
In China, Christmas isn’t a big deal; it’s more about shopping than tradition. But Stella loved the view of gingerbread houses and asked her friend in Guangzhou to get her one. That was back in 2021, just as Jellycat was starting to grow in popularity worldwide.
Stella, now 32 and working as a sales manager, has expanded her collection to 120 Jellycats. She has spent about 36,000 yuan (around $5,145). “At my age, I can’t always share my feelings with others,” she notes. “These plushies help me cope.”
Initially targeting children, Jellycat’s plush toys have found a loyal following among young adults. This is especially true in China, where many young people seek comfort amidst ongoing challenges.
### The “Kidult” Trend
Stella’s gingerbread house is part of Jellycat’s popular “Amuseable” line. Kasia Davies from Statista explains these toys resonate with younger audiences. Recent research shows that the demand for comforting items is growing among millennials and Gen Z.
Isabel Galleymore, a researcher at the University of Birmingham, believes the rise of such toys is linked to a universal desire for companionship. As birth rates decline globally, toy companies are finding new ways to attract older fans, with Jellycat entering the Chinese market as early as 2015.
During the pandemic, when many felt isolated, Jellycat’s success soared as people looked for emotional support. Kathryn Read, a business consultant, notes that the brand skillfully tapped into this need.
Jellycat also popularized in-store pop-up experiences, drawing fans to events featuring limited-edition toys. These events have become social media sensations, as many share videos of their experiences.
### Local Appeal
In recent years, Jellycat has catered to local tastes, selling plush versions of British favorites like fish and chips in London, and even teapot plushies in China. Their earnings have reflected this growth, with recent figures showing a 66% rise in revenue, reaching £333 million (around $459 million) in 2024.
The overall collectible toy market in China is thriving, with projections to exceed 110 billion yuan this year. This boom reflects a societal shift, as young adults, often feeling discontent with traditional adulthood, embrace what’s termed “kidult” culture. According to Prof. Erica Kanesaka from Emory University, this trend isn’t just Chinese; it’s spreading globally.
Despite a slight decline in global toy sales, collectibles have surged by nearly 5% this year, signaling a shift in consumer interests.
### Memes and Social Media
Jellycat’s plushies, especially the aubergine, have spawned a wave of memes where fans humorously express their frustrations about adult life. Wendy Hui from Hong Kong modified her aubergine plush to reflect her tiredness, sharing it on Threads. This light-hearted outlet provides a way for young folks to voice their concerns about a slowing economy without censorship barriers.
Limited-edition releases create a “hunger marketing” strategy, making Jellycats a must-have. Collectors search high and low, even abroad, for rare finds, with some plushies fetching over $1,400.
While these toys offer affordable joy amid tough economic times—with youth unemployment still high—some fans are noticing a dip in social media discussions about Jellycat. With options like “blind boxes” gaining popularity, anyone looking for excitement might side-step Jellycat for new thrills.
The landscape is constantly changing, as evidenced by mixed feelings on the plushies. As Wendy reflects, “Life is already hard. Why complicate it more with difficult-to-find toys?”
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