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Stella Huang purchased her first Jellycat soft toy in the midst of a period of job loss during the global health crisis. Prompted by an acquaintance's enthusiasm for these British-designed toys, her curiosity was truly ignited when she saw a unique gingerbread cottage plushie circulating on a major social networking platform.

Although Christmas isn't traditionally observed in China, acting more as a commercial event than a cultural tradition, the concept of festive cottages appealed to Stella. "It doesn't hold much for me... However, I have always loved the look of gingerbread houses," she states. This led her to request an old friend from her hometown to purchase it for her.

That purchase was made back in 2021, just as the brand was about of achieving significant success across China and beyond. "Everyone felt uneasy, and nobody knew what would happen," says Stella, who developed a routine of petting and squeezing her plushies for comfort during that stressful time. Residing in Beijing, a city with some of the most stringent restrictions globally, she passed a great deal of time at home.

Now 32 with a new job as a sales manager in the tourism industry, Stella continues to grow her assortment. Her collection has swelled to around 120 items, with a total an investment of about 36,000 yuan. "At my age, you have numerous matters you can't share with other people... and the troubles we encounter are a lot more complicated than before," she says reflectively. "The plushies help me regulate my emotions."

Initially created for children, these squishy toys have evolved into an international sensation, particularly in China where a increasingly disenchanted younger generation is turning to them as a source of emotional support.

Understanding the Kidults

Her gingerbread cottage plushie is part of the "Amuseable" line, a set of toys featuring small expressions modelled after commonplace inanimate objects, ranging from toilet rolls to hard-boiled eggs. These toys have become the "standout products" that "appeal to a wide younger adult demographic" around the world, according to market observers.

The surge in appeal "could have something to do with wanting for companiable," suggest experts. It is hard to ascertain if the introduction of the now-iconic Amuseable line in 2018 was an intentional strategy to engage the young adult market, companies in the sector are under pressure to must find new markets amid declining birth rates in many parts of the world.

Jellycat made its foray into the Chinese market as early as 2015. By laying the necessary "foundation", the company was well-positioned to tap into "the mood of the pandemic"—when people sought comfort amid heightened uncertainty—and built on its early momentum there, as explained by business consultants.

Jellycat's fame was also boosted by creative pop-up experiences. These in-store events sometimes offered a menu of limited-edition "food" themed items. Numerous fans record their experience interacting and share the clips online.

Adaptation to local tastes proved to be a core approach. As an example, customers could purchase stuffed toy interpretations of classic UK dishes like fish, chips and mushy peas at a pop-up overseas. Conversely, items like teapot and teacup toys were featured at exclusive outlets in Beijing and Shanghai last year.

In 2024, the British firm's sales reportedly rose by two-thirds to reach an impressive figure. During the same period, it sold roughly $117 million worth of its products in China on leading e-commerce platforms, according to market intelligence data.

This growth reflects a broader boom within China's collectable-toy sector driven by young adults seeking emotional comfort and community. Total revenue of collectable items nationally are projected to exceed 110 billion yuan this year, according to a recent analysis.

The runaway popularity of other toys such as Labubu, elf-inspired figures by Chinese toy maker Pop Mart, underscores the country's growing appetite towards collectable toys. This "kidult" phenomenon isn't exclusive to China; adults worldwide are starting to re-evaluate "outdated understandings of adulthood," observe cultural experts.

Amuseables, especially the eggplant plushie—affectionately dubbed "the big boss" in China—have also spawned a wave of memes, where users expressing frustrations regarding the pressures of adulthood. The "eggplant boss" tag is a space where fans draw different expressions on their toy, depicting it in various moods enjoying a drink to forcing a smile.

For example, a marketing professional from Hong Kong, Wendy Hui, modified her aubergine Amuseable adding dark circles around its eyes and placing a pair of glasses on the toy. She then posted an image online captioning it: "The mental state of employees at the start of the week." "I was working at home even during time off," she explains. "I just wanted to express the level of exhaustion I felt."

Thus, Jellycat has become a surprising, light-hearted channel for young Chinese to voice their grievances over economic challenges, in which hard work doesn't always ensure commensurate rewards. Amid heavy content regulation, the internet remains a crucial, perhaps the primary, space for such conversations.

The brand's regular launches of exclusive products and the discontinuation of certain lines—an approach often called "hunger marketing" in China—has also fueled {