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A woman named Stella bought her first Jellycat brand soft toy during a period of unemployment during the global health crisis. Prompted by an acquaintance's enthusiasm for the British-designed creatures, her interest was fully sparked when she saw a distinctive gingerbread cottage design circulating on a widely-used Chinese social media app.

Although Christmas is not traditionally observed across China, serving more as a retail occasion than a cultural tradition, the sight of festive cottages appealed with her. "The festival doesn't mean much to me... But I have always loved the look of gingerbread houses," she explains. This prompted her to eventually ask a friend from her hometown to purchase it for her.

That acquisition occurred back in 2021, right as the brand was poised of achieving massive popularity in China and beyond. "People were jittery, and no-one knew what exactly was going to happen," says Stella, who picked up a habit of petting and squeezing her plushies to cope throughout that stressful time. Living in Beijing, which experienced among the strictest lockdowns globally, she spent a great deal of time indoors.

Now 32 with a new job as a tourism sector in the tourism industry, Stella continues to grow her assortment. Her collection has grown to approximately 120 items, representing a cost of about 36,000 yuan. "As an adult, there are numerous matters that you cannot share with other people... and the problems we encounter are a lot more complicated than before," she notes reflectively. "These soft toys assist me in regulate my feelings."

Initially marketed for children, these squishy creatures have evolved into an international phenomenon, particularly in China where a somewhat disillusioned younger generation has been seeking solace in them for emotional support.

The Rise of Kidults

Stella's gingerbread cottage toy is part of the "Amuseables" line, a set of characters featuring small expressions inspired by everyday items, ranging from bathroom tissue and boiled eggs. These toys are considered the "breakout products" that "appeal to a broad Gen-Z and millennial audience" globally, as noted by market observers.

The surge in popularity "could have a connection to wanting for a sense of connection," propose experts. It is difficult to say for sure whether the introduction of the now-iconic series in 2018 was a deliberate strategy to engage the adult consumer, toy manufacturers are under pressure to must cultivate new markets due to declining fertility rates across numerous countries.

Jellycat entered China back in 2015. By laying significant "foundation", the toy maker was able to tap into "the tone of the pandemic"—when people sought comfort amid widespread anxiety—capitalizing on its early success in the country, according to industry experts.

Jellycat's fame was further propelled through engaging temporary events. These in-store activations sometimes offered a selection of limited-edition "food" themed items. Many fans would film themselves interacting and post the clips on social platforms.

Adaptation to local tastes proved to be a core strategy. For instance, customers were able to buy plush versions of traditional UK dishes such as fish, chips and mushy peas during a pop-up in London. Meanwhile, items like teapot and teacup toys were featured at exclusive stores in Chinese metropolises last year.

In 2024, the British firm's sales reportedly increased by two-thirds to reach an impressive figure. During the same period, it sold roughly $117 million in value of toys to Chinese consumers on leading e-commerce platforms, according to market intelligence estimates.

This expansion reflects a wider boom within China's collectable-toy sector driven by young adults seeking emotional comfort and community. Total revenue of collectable items in China are projected to exceed 110 billion yuan this year, according to a 2024 analysis.

The runaway popularity of brands like Labubu, elf-like figures by Chinese toy maker Pop Mart, underscores the country's growing appetite for designer collectibles. The so-called "kidult" phenomenon is not exclusive to China; adults worldwide are starting to re-evaluate "outdated notions of what it means to be an adult," note academics.

Particularly, especially the eggplant character—affectionately dubbed "the boss" by Chinese fans—have spawned a wave of memes, with many expressing frustrations about the pressures of adulthood. On social media, the "aubergine boss" tag serves as a platform where people sketch different expressions on their toy, depicting it in different states enjoying a drink to fake-smiling.

As an illustration, one Hong Kong-based, Wendy Hui, personalized her eggplant toy adding dark circles under its eyes and putting spectacles on the toy. She posted a picture on a social platform captioning it: "The mood of employees at the start of the week." "I was working at home even during time off," she explains. "I merely intended to convey the level of exhaustion I felt."

Thus, Jellycat has become a surprising, light-hearted outlet for young Chinese to voice their grievances over economic challenges, where dedicated effort no longer guarantee commensurate rewards. Despite heavy content regulation, the internet remains a crucial, perhaps the primary, space for such conversations.

Its frequent releases of limited-edition designs coupled with the retirement of certain lines—an approach often called "hunger marketing" locally—has further fueled {