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A woman named Stella acquired her first Jellycat soft toy during a time of job loss during the global health crisis. Encouraged by a friend's fondness for the British-designed creatures, her curiosity was fully sparked upon seeing a distinctive gingerbread house plushie circulating on a popular Chinese social media platform.

Although Christmas isn't traditionally observed across China, serving more as a commercial event rather than a religious festival, the concept of gingerbread houses appealed with her. "It doesn't mean much to me... However, I always like the sight of those sweet houses," she states. This led her to eventually request an old friend in Guangzhou to buy it for her.

That acquisition occurred in 2021, coinciding with Jellycat was on the cusp to achieve massive success in China and beyond. "People were uneasy, and no-one knew what exactly was going to happen," says Stella, who developed a habit of petting and hugging her soft toys for comfort during that stressful time. Residing in Beijing, which experienced among the strictest lockdowns in the world, she spent extended periods at home.

Now 32 with a new job in tourism sector professional, Stella still expand her collection. It has reached approximately 120 toys, representing an investment of roughly 36,000 yuan. "As an adult, there are many things you can't share with other people... and the troubles we face are a lot more complex than before," she notes with a sigh. "These soft toys help me regulate my feelings."

Initially marketed for children, these soft toys have become a global sensation, particularly within China where an increasingly disenchanted younger generation has been turning to them for comfort and solace.

The Rise of Adult Toy Enthusiasts

Stella's Gingerbread house plushie is part of the "Amuseable" series, a set of toys with tiny faces inspired by commonplace inanimate objects, from toilet rolls to boiled eggs. These items have become a key "standout products" which "appeal to a broad Gen-Z and millennial demographic" around the world, as noted by industry analysts.

The surge in popularity "may have a connection to wanting to feel a sense of connection," propose cultural commentators. While it's hard to ascertain whether the introduction of the now-iconic Amuseable line in 2018 was an intentional strategy to engage the adult market, companies in the sector increasingly must find new markets due to declining fertility rates across numerous countries.

The brand entered the Chinese market back in 2015. Having laid significant "foundation", the company was well-positioned to capture "the tone during Covid"—a time when individuals looked for comfort during widespread anxiety—capitalizing on its early success in the country, according to industry experts.

Jellycat's popularity was also boosted through engaging temporary events. These retail events sometimes offered a selection of limited-edition "culinary" products. Many fans would film their experience being served and share the clips on social platforms.

Adaptation to local tastes has also been an essential approach. For instance, customers could purchase plush versions of classic UK dishes such as fish, chips and mushy peas at a temporary shop overseas. Meanwhile, items like teacup and teapot plushies were sold at exclusive stores in Beijing and Shanghai last year.

Last year, the UK-based firm's sales is said to have increased significantly to a substantial figure. During that period, sales of an estimated $117 million in value of its products to Chinese consumers via major online marketplaces, per research estimates.

This expansion parallels a broader boom within China's collectable-toy sector driven by young adults seeking emotional comfort and connection. Total revenue of collectable items in China are expected to exceed 110 billion yuan annually, as per a 2024 industry report.

The runaway popularity of other toys such as Labubu, elf-inspired dolls from Chinese toy maker Pop Mart, underscores the country's increasing appetite for designer collectibles. The so-called "adult-child" trend is not unique to China; adults worldwide are starting to question "outdated understandings of adulthood," note cultural experts.

Particularly, items like the aubergine character—nicknamed "the big boss" by Chinese fans—have also inspired numerous online jokes, with many expressing frustrations about the pressures of adulthood. The "aubergine boss" tag is a space where fans draw various emotive faces on their toy, showing it in various moods enjoying a drink to fake-smiling.

As an illustration, a marketing professional from Hong Kong, Wendy Hui, personalized her aubergine Amuseable adding bags under its eyes and placing a pair of glasses on it. She then posted a picture online with the caption: "The mood of employees on Monday." "I was working from home even on time off," she explains. "I just wanted to convey the level of exhaustion I was."

Thus, the brand has emerged as a surprising, light-hearted channel for young Chinese to air their grievances over economic challenges, where dedicated effort no longer guarantee comparable returns. Despite heavy online censorship, the internet remains an important, perhaps the primary, space for these types of discussions.

Its frequent releases of limited-edition designs and the discontinuation of older designs—a strategy often called "hunger marketing" in China—has further fueled {