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A woman named Stella acquired her initial Jellycat brand cuddly companion amid a time of job loss in the pandemic. Prompted by a friend's passion for the UK-created creatures, her interest was fully ignited upon seeing a distinctive gingerbread house plushie featured on a widely-used social networking app.

While The Christmas holiday is not traditionally observed in China, serving more as a commercial event rather than a cultural tradition, the concept of gingerbread houses resonated to Stella. "It doesn't mean much for me... But I have always loved the sight of those sweet houses," she states. This prompted her to request a friend from her hometown to buy the item on her behalf.

That acquisition occurred back in 2021, right as Jellycat was poised of achieving enormous success in China and beyond. "People were uneasy, and nobody knew what was going to happen," says Stella, who developed a habit of stroking and hugging her soft toys to cope throughout that stressful time. Living in Beijing, a city with among the strictest lockdowns in the world, she passed a great deal of time indoors.

Now 32 with a new job in tourism sector professional, Stella still expand her collection. Her collection has grown to around 120 items, with a total an investment of about 36,000 yuan. "At my age, you have many things you can't share with other people... and the troubles we encounter are far more complex than in the past," she says with a sigh. "These soft toys help me regulate my feelings."

Initially created with kids in mind, these squishy creatures have transformed into an international phenomenon, particularly within China where an somewhat disillusioned younger generation has been seeking solace in them for comfort and solace.

Understanding the Kidults

Stella's gingerbread cottage plushie is part of their "Amuseables" series, a set of toys with tiny expressions based on everyday items, ranging from toilet rolls and hard-boiled eggs. These items have become a key "breakout products" that "resonate with a broad Gen-Z and millennial audience" around the world, as noted by industry analysts.

The surge in popularity "could have a connection to a desire for a sense of connection," suggest cultural commentators. It is difficult to ascertain whether the launch of the now-iconic series in 2018 was a deliberate move to engage the adult consumer, companies in the sector increasingly need to find new markets due to falling fertility rates in many countries.

The brand made its foray into the Chinese market back in 2015. By laying the necessary "foundation", the toy maker was able to tap into "the mood during Covid"—when people sought comfort amid heightened uncertainty—capitalizing on its early success in the country, according to industry experts.

Jellycat's fame was also propelled by engaging temporary events. These in-store activations sometimes offered a selection of limited-edition "food" themed items. Numerous fans would film themselves being served and post the clips online.

Localisation proved to be an essential strategy. For instance, customers could purchase plush versions of classic British fare like fish, chips and mushy peas during a temporary shop in London. Meanwhile, products including teapot and teacup plushies were featured at exclusive stores in Chinese metropolises the previous year.

Last year, the British firm's revenue reportedly rose significantly to reach a substantial sum. In that period, it sold an estimated $117 million in value of toys to Chinese consumers on major online marketplaces, according to research data.

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

The runaway success of other toys such as Labubu, elf-inspired figures by domestic company Pop Mart, underscores the country's increasing demand towards collectable toys. This "adult-child" phenomenon isn't exclusive to China; young adults worldwide are starting to re-evaluate "traditional notions of what it means to be an adult," note academics.

Amuseables, especially the aubergine character—nicknamed "the big boss" by Chinese fans—have inspired numerous memes, where users sharing grievances regarding adult life. On social media, the "eggplant boss" tag is a space where people draw various emotive faces on the plushie, showing it in various moods from drinking to fake-smiling.

For example, a marketing professional from Hong Kong, Wendy Hui, modified her eggplant Amuseable by drawing dark circles under its eyes and putting spectacles on the toy. She then shared an image online with the caption: "The mental state of employees at the start of the week." "I was working from home even during my days off," the 30-something says. "I merely intended to convey the level of exhaustion I felt."

In this way, the brand has emerged as an unexpected, whimsical outlet for young Chinese to air their grievances over economic challenges, where hard work no longer ensure commensurate returns. Despite strict online censorship, digital spaces have become a crucial, if not the only, arena for such discussions.

The brand's frequent launches of limited-edition designs and the retirement of certain lines—an approach sometimes referred to as "scarcity marketing" in China—has further fueled {