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Stella Huang bought her initial Jellycat plush toy in the midst of a time of job loss during the global health crisis. Prompted by an acquaintance's passion for these British-designed creatures, her interest was truly sparked when she saw an adorable gingerbread cottage plushie on a widely-used Chinese social media platform.

Although The Christmas holiday is not widely celebrated across China, serving more as a retail occasion rather than a cultural tradition, the concept of gingerbread houses resonated to Stella. "It doesn't mean a lot to me... However, I have always loved the sight of those sweet houses," she explains. This led her to eventually request a friend from her hometown to purchase it for her.

That purchase occurred back in 2021, right as Jellycat was on the cusp to achieve massive success in China and beyond. "Everyone felt jittery, and no-one knew what exactly would happen," says Stella, who picked up a habit of petting and hugging her soft toys for comfort throughout a difficult period. Residing in Beijing, which experienced some of the most stringent restrictions in the world, she passed extended periods at home.

Now aged 32 with a new job in tourism sector in the tourism industry, Stella still expand her collection. Her collection has grown to approximately 120 items, representing a cost of roughly 36,000 yuan. "As an adult, there are many things that you cannot discuss with others... and the problems we encounter are far more complex than before," she notes reflectively. "These soft toys help me regulate my emotions."

Initially designed for children, these soft toys have become a global sensation, especially within China where an somewhat disillusioned younger generation is seeking solace in them as a source of comfort and solace.

Understanding the Kidults

Stella's Gingerbread house toy belongs to the "Amuseables" line, a range of toys with tiny expressions inspired by everyday inanimate objects, ranging from toilet rolls to boiled eggs. These plushies are considered the "breakout success" that "appeal to a wide younger adult audience" globally, as noted by market observers.

Their growing appeal "may have something to do with a desire to feel companiable," suggest experts. It is difficult to ascertain whether the launch of the iconic series in 2018 was a deliberate strategy to engage the young adult market, toy manufacturers are under pressure to must cultivate alternative audiences due to falling fertility rates in many countries.

Jellycat entered the Chinese market back in 2015. By laying significant "foundation", the company was able to tap into "the mood of the pandemic"—a time when people sought solace amid heightened anxiety—capitalizing on this momentum there, as explained by business consultants.

Jellycat's popularity was further boosted by creative pop-up experiences. These retail activations often featured a menu of limited-edition "food" products. Numerous fans record their experience being served and post the videos on social platforms.

Localisation proved to be a core approach. As an example, customers were able to buy stuffed toy versions of traditional British fare such as fish and chips at a pop-up in London. Meanwhile, products including teapot and teacup toys were featured at exclusive stores in Beijing and Shanghai last year.

In 2024, the British company's sales reportedly increased by two-thirds to a substantial figure. During the same timeframe, it sold roughly $117 million in value of its products to Chinese consumers via major online marketplaces, according to market intelligence estimates.

This expansion parallels a wider boom within China's collectable-toy market driven by adult consumers seeking emotional support and community. Overall sales of collectable toys in China are projected to top 110 billion yuan this year, according to a 2024 industry report.

The runaway popularity of brands like Labubu, elf-like dolls by domestic company Pop Mart, highlights the country's growing demand towards designer collectibles. The so-called "kidult" trend is not unique to China; adults globally are increasingly re-evaluate "outdated understandings of adulthood," note cultural experts.

Particularly, items like the aubergine character—affectionately dubbed "the big boss" by Chinese fans—have also inspired a wave of online jokes, with many expressing grievances about adult life. On social media, the "eggplant boss" tag is a space where people draw different expressions on their toy, depicting it in various moods from drinking to forcing a smile.

For example, one Hong Kong-based, Wendy Hui, personalized her aubergine Amuseable by drawing dark circles around its eyes and placing a pair of glasses on the toy. She then posted a picture online with the caption: "The mental state of workers on Monday." "I was working from home even during time off," she explains. "I merely intended to express how exhausted I was."

Thus, the brand has emerged as a surprising, light-hearted outlet for China's youth to air their grievances about a slowing economy, where dedicated effort doesn't always guarantee comparable rewards. Despite strict content regulation, digital spaces have become an important, perhaps the primary, arena for such discussions.

The brand's frequent releases of limited-edition designs and the discontinuation of certain lines—an approach often called "hunger marketing" locally—has also fueled {