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A woman named Stella acquired her first Jellycat brand cuddly companion amid a time of job loss during the global health crisis. Prompted by a friend's enthusiasm for these British-designed creatures, her interest was fully sparked when she saw a unique gingerbread house plushie circulating on a major social networking platform.

Although Christmas isn't traditionally observed in China, acting more as a commercial event than a religious festival, the concept of gingerbread houses resonated with her. "It doesn't mean much for me... But I always like the look of those sweet houses," she explains. This prompted her to request an old friend from her hometown to buy it for her.

That purchase occurred back in 2021, just as Jellycat was on the cusp to achieve significant popularity in China and internationally. "Everyone felt jittery, and no-one knew what exactly was going to happen," says Stella, who developed a routine of stroking and squeezing her soft toys to cope during that stressful time. Residing in Beijing, a city with among the most stringent restrictions in the world, she passed extended periods at home.

Now aged 32 and working in sales manager professional, Stella continues to grow her assortment. Her collection has swelled to approximately 120 items, with a total a cost of roughly 36,000 yuan. "At my age, you have many things that you cannot discuss with other people... and the problems we face are a lot more complicated than before," she says reflectively. "The plushies help me managing my feelings."

Initially created for children, these soft toys have become an international sensation, especially in China where an somewhat disillusioned younger generation has been seeking solace in them as a source of comfort and solace.

The Rise of Kidults

Her Gingerbread house plushie is part of their "Amuseables" collection, a range of toys with tiny faces based on everyday inanimate objects, ranging from toilet rolls and hard-boiled eggs. These items are considered a key "breakout success" that "resonate with a broad younger adult audience" around the world, as noted by market observers.

Their growing popularity "could have something to do with wanting for companiable," suggest cultural commentators. While it's hard to ascertain if the introduction of the now-iconic Amuseable line back in 2018 was a deliberate strategy to target the adult market, companies in the sector are under pressure to need to cultivate alternative audiences amid falling birth rates across numerous parts of the world.

The brand made its foray into the Chinese market back in 2015. By laying the necessary "foundation", the company was able to tap into "the tone of the pandemic"—a time when people sought comfort during widespread uncertainty—capitalizing on this momentum in the country, as explained by industry experts.

Its popularity was also boosted through creative temporary events. These retail events often featured a selection of exclusive "culinary" themed items. Many enthusiasts would film themselves interacting and post the clips online.

Localisation proved to be a core approach. For instance, fans could purchase stuffed toy interpretations of classic British fare like fish, chips and mushy peas during a temporary shop in London. Conversely, items like teacup and teapot toys were featured at special outlets in Chinese metropolises the previous year.

In 2024, the British company's sales reportedly rose by two-thirds to a substantial sum. In the same period, sales of roughly $117 million worth of toys in China on leading e-commerce platforms, per market intelligence data.

This expansion reflects a wider surge within China's collectable-toy market driven by young adults seeking emotional comfort and connection. Total revenue of collectable items in China are expected to top 110 billion yuan annually, as per a recent industry report.

The runaway popularity of other toys such as Labubu, elf-like dolls from Chinese toy maker Pop Mart, underscores the country's growing demand for designer collectibles. This "kidult" trend is not unique to China; adults globally are increasingly re-evaluate "traditional notions of adulthood," note academics.

Amuseables, especially the aubergine plushie—nicknamed "the boss" in China—have inspired numerous memes, where users sharing frustrations about adult life. The "aubergine boss" hashtag is a space where people sketch different expressions on their toy, depicting it in different states from drinking to fake-smiling.

As an illustration, a marketing professional from Hong Kong, Wendy Hui, modified her aubergine Amuseable adding dark circles under its eyes and placing spectacles on the toy. She posted a picture online with the caption: "The mental state of employees at the start of the week." "I kept working from home even during my days off," she explains. "I merely intended to convey how exhausted I was."

In this way, Jellycat has become an unexpected, light-hearted channel for young Chinese to air their frustrations over economic challenges, where dedicated effort doesn't always ensure comparable returns. Amid heavy content regulation, the internet have become a crucial, if not the only, space for such discussions.

Its frequent releases of exclusive designs and the retirement of older designs—a strategy sometimes referred to as "scarcity marketing" locally—has also fueled {