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A woman named Stella purchased her first Jellycat cuddly companion amid a time of job loss in the pandemic. Prompted by a friend's enthusiasm for the British-designed creatures, her curiosity was fully sparked when she saw a unique gingerbread house plushie featured on a widely-used Chinese social media platform.

Although Christmas isn't traditionally observed across China, serving more as a commercial event rather than a cultural tradition, the concept of festive cottages resonated with her. "It doesn't mean much for me... However, I have always loved the look of those sweet houses," she remarks. This prompted her to eventually request a friend in Guangzhou to buy it for her.

That acquisition took place in 2021, just as the brand was on the cusp to achieve enormous popularity in China and internationally. "Everyone felt anxious, and no-one knew what was going to happen," says Stella, who developed a routine of stroking and squeezing her plushies to cope during that stressful time. Living in Beijing, which experienced some of the strictest lockdowns in the world, she passed extended periods at home.

Now 32 and working in sales manager professional, Stella still expand her collection. Her collection has swelled to approximately 120 toys, with a total a cost of roughly 36,000 yuan. "At my age, there are many things you can't discuss with other people... and the problems we encounter are far more complicated than in the past," she notes reflectively. "The plushies assist me in managing my emotions."

Initially created with kids in mind, these squishy creatures have become an international phenomenon, particularly in China where an increasingly disenchanted younger generation is turning to them as a source of emotional support.

Understanding the Adult Toy Enthusiasts

Stella's Gingerbread house toy belongs to their "Amuseable" series, a range of characters featuring small faces based on everyday items, ranging from bathroom tissue and hard-boiled eggs. These plushies have become the "standout success" that "appeal to a broad younger adult demographic" around the world, according to industry analysts.

The surge in popularity "may have something to do with wanting for companiable," suggest experts. It is difficult to ascertain if the launch of the now-iconic series back in 2018 was a deliberate strategy to engage the young adult market, companies in the sector increasingly must cultivate alternative audiences amid declining birth rates across numerous parts of the world.

The brand entered the Chinese market as early as 2015. Having laid the necessary "groundwork", the toy maker was able to tap into "the tone during Covid"—a time when people sought solace during widespread uncertainty—and built on its early momentum there, according to business consultants.

Jellycat's popularity was further propelled through engaging pop-up experiences. These retail events sometimes offered a selection of limited-edition "food" products. Many fans record their experience being served and share the videos online.

Adaptation to local tastes proved to be an essential strategy. For instance, fans could purchase plush versions of classic British fare such as fish, chips and mushy peas at a temporary shop overseas. Conversely, items like teacup and teapot plushies were featured at special stores in Chinese metropolises the previous year.

In 2024, the British company's revenue reportedly increased by two-thirds to a substantial sum. During that period, it sold roughly $117 million in value of toys to Chinese consumers via leading e-commerce platforms, according to market intelligence estimates.

This growth parallels a broader surge in China's collectible toy market among adult consumers seeking emotional support and community. Overall sales from collectible toys nationally are expected to exceed 110 billion yuan annually, according to a 2024 analysis.

The remarkable popularity of other toys such as Labubu, elf-inspired figures by Chinese toy maker Pop Mart, underscores the country's increasing demand towards designer collectibles. This "kidult" trend is not exclusive to China; young adults globally are increasingly question "outdated notions of what it means to be an adult," observe cultural experts.

Particularly, especially the aubergine character—nicknamed "the big boss" by Chinese fans—have inspired numerous memes, where users expressing grievances about the pressures of adulthood. On social media, the "aubergine boss" tag serves as a platform where people sketch various emotive faces on the plushie, showing it in various moods 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 putting a pair of glasses on the toy. She then posted an image online captioning it: "The mood of workers at the start of the week." "I kept working at home even during time off," the 30-something says. "I just wanted to express how exhausted I was."

Thus, Jellycat has become a surprising, whimsical channel for young Chinese to air their grievances over economic challenges, in which dedicated effort doesn't always guarantee commensurate rewards. Amid strict online censorship, the internet remains an important, if not the only, space for these types of discussions.

Its frequent launches of exclusive designs and the retirement of certain lines—an approach sometimes referred to as "hunger marketing" locally—has further fueled {