How Jellycat Became a Plush Sensation in China

Mon Jan 05 2026 04:04:39 GMT+0200 (Eastern European Standard Time)

The British plush toy brand Jellycat has captured the hearts of Chinese consumers, evolving from childhood favorites to symbols of comfort for a disenchanted youth. This article explores its rise, strategies, and the cultural relevance of its quirky designs.

Jellycat, a British plush toy manufacturer, has transitioned from targeting children to appealing to young adults in China, where its lineup, particularly the 'Amuseables', has become a source of emotional support. The brand's success stems from a combination of effective marketing strategies, including localized products and engaging social media campaigns, alongside the growing trend of 'kidults' who find joy in collectable toys. The economic landscape and shifting societal attitudes have sparked increased interest among young adults in plushies as a comforting presence.

Stella Huang bought her first Jellycat plush toy when she lost her job during the pandemic. A school friend was a fan of the British-designed toys and told her all about them. But she only fell in love with the brand when she saw a gingerbread house plushie on the Chinese social media app RedNote.

Christmas is not widely celebrated in China and is more of a commercial event than anything traditional. The festival doesn't mean a lot to me... But I always like the sight of gingerbread houses, she says. It was then that she asked her friend in their hometown Guangzhou to buy it for her.

That was in 2021, just as Jellycat was about to make it big in China and around the world.

Everyone felt jittery, and no-one knew what would happen, says Stella, who has developed a habit of petting and squeezing her plushies since Covid. She had to spend a lot of time at her home, in Beijing, which had some of the strictest lockdowns in China, if not the world.

Now 32, Stella has a new job as a sales manager in the tourism industry, but is still buying Jellycats. Her collection has grown to 120 toys, costing a total of about 36,000 yuan ($5,145; £3,815).

At my age, there are many things you can't share with others... and the troubles we face are a lot more complicated than before, she says with a sigh. The plushies help me regulate my emotions.

Originally aimed at children, the squishy toys have become a global hit, especially in China where a disenchanted youth has turned to them for comfort.

The Kidults

Stella's Gingerbread house plushie is an Amuseable, a line of toys with tiny faces modeled on inanimate objects. These plushies have become breakout products appealing to a broad Gen-Z and millennial audience, according to Kasia Davies of global analysis firm Statista.

Their popularity may stem from a desire for companionship, as noted by Isabel Galleymore from the University of Birmingham.

Since entering the Chinese market in 2015, Jellycat has captured the pandemic's tone, resonating with consumers searching for comfort amidst uncertainty. The brand's successful pop-up experiences and localized products have solidified its place in the hearts of many. Recent data indicates Jellycat's revenue rose significantly, partially fueled by sales in China, which are expected to reach substantial figures in coming years.

Meanwhile, the brand has leveraged social media and trends to maintain its appeal. The aubergine boss became a viral meme, reflecting societal frustrations through humorous expressions on plushies.

While interest in Jellycat remains strong, some fans are considering alternatives, reflecting the dynamic landscape of collectable toys in China.