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Pandemic spark ignites plush toy craze
Stella Huang, 32, turned to Jellycat plush toys in 2021 after losing her job during Beijing's strict COVID-19 lockdowns. What began as a single gingerbread house plushie has grown into a 120-strong collection worth over $5,000.
"Everyone felt jittery, and no one knew what would happen," Stella recalls. The sales manager in tourism says the toys help her manage stress in a country where economic pressures weigh heavily on young adults.
From children's toys to adult comfort objects
Originally designed for kids, Jellycat's soft, squishy toys have found an unexpected audience among millennials and Gen Z. The brand's Amuseable line-featuring plush versions of inanimate objects like eggs and toilet rolls with tiny faces-has become a global phenomenon.
"These toys may satisfy a desire for companionship," says Isabel Galleymore, a researcher at the University of Birmingham. The trend reflects a broader shift as young adults worldwide redefine traditional notions of adulthood.
China's 'kidult' market booms amid economic uncertainty
Jellycat's revenue surged by two-thirds to £333 million ($459 million) in 2024, with Chinese consumers accounting for $117 million in sales on major e-commerce platforms. The company's success mirrors China's broader collectible toy market, projected to exceed 110 billion yuan ($15.5 billion) this year.
"Toy manufacturers need new markets due to falling birth rates," notes Kasia Davies of Statista. Jellycat's early entry into China in 2015 allowed it to capitalize on pandemic-era demand for comfort items.
Pop-up shops and social media fuel growth
The brand's limited-edition releases and pop-up experiences-like a London store selling fish-and-chips plushies-have driven hype. Fans film unboxings and share clips online, while rare designs fetch over $1,400 in resale markets.
"It's like a treasure hunt," says Stella, though she admits the hunt has become exhausting. "Our daily life is hard enough."
Meme culture and emotional release
Jellycat's aubergine plushie-dubbed "the boss" by Chinese fans-has spawned memes expressing workplace frustration. Wendy Hui, a Hong Kong marketer, drew dark circles on hers to mock Monday blues, posting: "The mental state of workers on Monday."
"The internet is one of the few spaces left for these conversations," says Prof. Erica Kanesaka of Emory University, despite China's strict censorship.
Signs of market saturation?
While global collectible toy sales rose 5% in 2024, some Chinese fans report waning interest in Jellycat. Wendy has shifted to cheaper "blind box" toys, and Jessie Chen, a medical sales rep, prefers the brand's affordable bags over luxury goods.
China's youth unemployment remains above 17%, and economic pressures persist. For now, though, plush toys offer a small, tactile escape. "You don't need to think twice before buying one," Jessie says.
