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Stella Huang acquired her initial Jellycat brand plush toy amid a period of job loss in the pandemic. Inspired by a friend's enthusiasm for these UK-created creatures, her interest was fully ignited upon seeing an adorable gingerbread cottage plushie circulating on a popular Chinese social media platform.

While The Christmas holiday isn't traditionally observed across China, serving more as a commercial event than a cultural tradition, the imagery of gingerbread houses appealed to Stella. "The festival doesn't mean much to me... But I have always loved the appearance of those sweet houses," she remarks. This prompted her to eventually request an old friend in Guangzhou to buy the item on her behalf.

That purchase took place back in 2021, just as the brand was about of achieving significant success across China and internationally. "Everyone felt jittery, and nobody knew what would happen," says Stella, who developed a habit of petting and hugging her plushies for comfort throughout a difficult period. Living in Beijing, which experienced among the most stringent restrictions in the world, she passed a great deal of time at home.

Now 32 and working as a sales manager professional, Stella continues to expand her collection. It has grown to approximately 120 toys, 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 face are a lot more complicated than in the past," she says reflectively. "These soft toys help me regulate my feelings."

Initially marketed for children, these squishy toys have evolved into an international sensation, particularly within China where a somewhat disillusioned youth demographic is turning to them as a source of comfort and solace.

The Rise of Kidults

Stella's gingerbread cottage plushie belongs to their "Amuseable" series, a range of toys featuring small faces modelled after commonplace inanimate objects, from toilet rolls and boiled eggs. These toys are considered the "standout products" that "appeal to a wide Gen-Z and millennial audience" globally, as noted by market observers.

Their growing appeal "could have a connection to a desire to feel companiable," propose experts. It is difficult to ascertain whether the introduction of the iconic Amuseable line back in 2018 was an intentional strategy to engage the adult consumer, companies in the sector are under pressure to need to find new markets amid declining birth rates in many countries.

The brand made its foray into the Chinese market back in 2015. Having laid significant "groundwork", the toy maker was well-positioned to tap into "the mood during Covid"—when individuals looked for comfort during widespread uncertainty—capitalizing on its early success in the country, as explained by business consultants.

Jellycat's popularity was further propelled through creative temporary events. These in-store events sometimes offered a menu of limited-edition "food" themed items. Numerous fans record their experience being served and post the videos online.

Adaptation to local tastes proved to be a core approach. For instance, customers could purchase stuffed toy versions of traditional British fare such as fish, chips and mushy peas at a temporary shop overseas. Conversely, items like teacup and teapot plushies were sold at special stores in Beijing and Shanghai the previous year.

Last year, the UK-based company's sales reportedly rose by two-thirds to reach a substantial sum. During that period, it sold roughly $117 million worth of its products to Chinese consumers via major e-commerce platforms, per market intelligence data.

This expansion reflects a wider surge within China's collectable-toy sector among young adults in search of emotional comfort and community. Overall sales of collectable items in China are expected to exceed 110 billion yuan this year, as per a 2024 industry report.

The remarkable popularity of other toys such as Labubu, elf-inspired figures by domestic company Pop Mart, underscores the market's growing appetite towards designer collectibles. The so-called "adult-child" phenomenon isn't unique to China; adults globally are starting to question "traditional notions of adulthood," observe academics.

Particularly, especially the eggplant character—nicknamed "the big boss" in China—have also inspired a wave of memes, where users sharing grievances regarding the pressures of adulthood. On social media, the "aubergine boss" tag is a space where people sketch different expressions on their toy, depicting it in different states enjoying a drink to forcing a smile.

As an illustration, a marketing professional from Hong Kong, Wendy Hui, modified her aubergine toy adding dark circles under its eyes and putting a pair of glasses on it. She posted a picture online with the caption: "The mood of employees at the start of the week." "I was working from home even on time off," the 30-something says. "I just wanted to convey how exhausted I was."

Thus, the brand has emerged as an unexpected, light-hearted channel for young Chinese to air their grievances over economic challenges, where dedicated effort no longer guarantee commensurate rewards. Amid heavy online censorship, the internet have become a crucial, perhaps the primary, space for such conversations.

The brand's frequent releases of limited-edition designs and the discontinuation of older designs—a strategy sometimes referred to as "scarcity marketing" locally—has further driven {