How UK Plush Toy Jellycat Conquered China
Stella Huang’s journey with Jellycat began during the pandemic when she lost her job. A school friend introduced her to these charming British plush toys, but it wasn’t until she spotted a gingerbread house plushie on RedNote, a popular Chinese social media app, that her love for the brand truly blossomed. Though Christmas isn’t traditionally celebrated in China, Stella found herself drawn to the delightful sight of gingerbread houses. She promptly asked a friend in her hometown of Guangzhou to purchase the toy for her in 2021, right as Jellycat was poised for significant growth in China and worldwide.
With strict lockdowns in Beijing, where she spent considerable time, Stella developed a comforting relationship with her plushies. Today, at 32, she works as a sales manager in tourism but continues to nurture her Jellycat collection, which now features 120 toys worth about 36,000 yuan ($5,145; £3,815). At my age, there are many things you can’t share with others… and the troubles we face are a lot more complicated than before, she reflects. The plushies help me regulate my emotions.
The Rise of Jellycat: Connecting with Kidults
Originally designed for children, Jellycat’s squishy toys have captivated a global audience, especially in China, where young adults, or kidults, are turning to these plush companions for comfort. Stella’s gingerbread house plushie is part of the “Amuseables” line—characters with adorable faces modeled after everyday objects, from toilet rolls to boiled eggs. According to Kasia Davies from Statista, these breakout products resonate with Gen-Z and millennials, highlighting a trend toward seeking emotional connection in everyday life.
Jellycat’s entry into the Chinese market dates back to 2015. By establishing a solid foundation, the company could adapt to the pandemic’s tone—where comfort became paramount. Business consultant Kathryn Read notes that Jellycat successfully tapped into heightened consumer needs during uncertain times. Its popularity surged not only through its charming products but also via engaging pop-up experiences. These limited-edition events featured themed food items, generating buzz as fans shared their experiences on social media.
Localized Strategies and Record Sales
The success of Jellycat in China is attributed to its strategic localization. Fans could purchase region-specific plushies, such as fish, chips, and mushy peas at Selfridges in London or teapot and teacup plushies in Beijing and Shanghai. In 2024, Jellycat reported a staggering revenue increase of two-thirds, reaching £333m ($459m). Simultaneously, estimates suggest they sold around $117m worth of toys to Chinese consumers via major e-commerce platforms.
This growth mirrors an industry-wide boom in China’s collectable toy market, projected to exceed 110 billion yuan in 2024. The success of local products, like the Labubu dolls by Pop Mart, underscores the rising demand for collectables among young adults. Prof. Erica Kanesaka of Emory University emphasizes that this kidult trend transcends borders, as young adults worldwide resist conventional definitions of adulthood.
Cultural Reflections and the Future
Recent trends show that Jellycat’s popularity is not just about the plushies but also about social commentary. Fans creatively express frustrations through memes featuring Jellycat toys, like the beloved aubergine plushie, humorously dubbed the boss. This reflects a broader cultural shift, allowing young people to voice grievances about economic pressures and stagnant rewards. For instance, Wendy Hui, a marketing professional, creatively modified her aubergine plushie to capture her exhaustion during a demanding work week.
Collecting Jellycat toys has evolved into a treasure hunt for many, with fans scouring stores and relying on daigou shopping agents. Rare finds, often seen as status symbols among collectors, can fetch over $1,400. However, most collectors view these toys as affordable luxuries in a challenging economic landscape marked by property crises and significant youth unemployment.
The Peak of Jellycat: Is the Trend Fading?
Despite their sensational rise, signs suggest Jellycat may have reached a peak in popularity. Users like Ms. Hui are exploring other collectible options, such as blind boxes, as an exciting and economical alternative. Stella echoes this sentiment, expressing concern over the challenges of obtaining new Jellycats amidst their daily struggles. Our daily life is not easy already, and why should we make things harder for ourselves? she questions.
Jellycat has not only transformed the plush toy market but has also become an emblem of youthful expression and emotional comfort. As it faces shifts in interest, the brand’s journey in China remains a testament to the evolving landscape of collectibles and the profound connections people forge with seemingly simple toys.