Sat, 03 Jan 2026

Sat, 03 Jan 2026 How UK plush toy Jellycat conquered China

The plushies bring "emotional value" to Chinese youth navigating economic uncertainty.
Stella Huang, 32, bought her first Jellycat plush toy during the pandemic when she lost her job in Beijing. After discovering the British-designed toys on social media platform RedNote, she fell in love with the brand, particularly the gingerbread house Amuseable. The sight of gingerbread houses, which are not traditionally associated with Christmas in China, resonated with Stella. She asked a friend to buy the toy for her and soon found herself collecting over 120 Jellycats, spending around $5,145. The popularity of Jellycat toys among young adults in China can be attributed to their appeal as comfort objects during uncertain times. The brand's success in capturing this market may also be linked to its strategic decision to launch limited-edition products and partner with popular e-commerce platforms. According to a report by the Chinese Academy of Social Sciences, sales of collectable toys in China are expected to reach 110bn yuan this year. Young adults around the world have been turning to Jellycats as a way to cope with the stresses of adult life. The brand's Amuseables, including the popular "aubergine" toy, have become memes and social media sensations. Fans often share their frustrations about work-life balance and the pressures of modern adulthood through these toys. Jellycat's success in China has been attributed to its localization strategy, which includes partnering with local department stores and launching limited-edition products. The brand's revenue rose by two-thirds last year, reaching £333m ($459m). Sales on e-commerce platforms such as Tmall and JD.com also reached $117m. Despite the brand's popularity, some fans are starting to lose interest. Stella, who has been collecting Jellycats for years, notes that it's become increasingly difficult to find rare toys and that she doesn't want to make her life more complicated. Others have turned to "blind boxes" of toys or other alternative hobbies. The trend of collecting Jellycats in China may be reaching its peak, with fans noticing less discussion about the brand on social media. However, for many young adults, Jellycat toys remain a fun and affordable way to cope with the stresses of modern life.
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