How British Plush Toys Became China's Comfort Craze

Forget luxury handbags – for a growing number of young adults in China, the must-have accessory is a cuddly British plush toy. Jellycat, the UK-based brand, has unexpectedly captured the hearts of a generation seeking emotional comfort amidst life's pressures, turning soft toys into a surprising cultural phenomenon. Take Stella Huang, 32, from Beijing. After losing her job during the pandemic, she discovered Jellycat through a friend. Her collection has since swelled to 120 toys, costing over £3,800. For Stella, these squishy companions are more than just playthings; they're a vital tool for regulating emotions in an increasingly complex adult world. Her experience mirrors a broader trend: originally aimed at children, Jellycats have become a global hit, particularly in China, where young people are turning to them for solace. A key to this success is the "Amuseable" line, launched in 2018. These quirky plushies, modelled on everyday objects from gingerbread houses to boiled eggs, boast tiny, endearing faces. They’ve become breakout products, resonating deeply with Gen-Z and millennial audiences worldwide. Experts suggest this "kidult" trend, where adults embrace toys, stems from a desire for companionship and a questioning of traditional notions of adulthood. It also offers toy manufacturers a new market as birth rates decline globally. Jellycat's journey into China began in 2015, laying crucial groundwork. The brand cleverly tapped into the heightened uncertainty of the pandemic, offering a much-needed sense of comfort. Their strategy includes engaging pop-up events featuring limited-edition "food" toys, which fans eagerly film and share online. Localisation has also been key, with unique items like fish and chips plushies appearing in London, while teapots and teacups were sold in Beijing and Shanghai. The financial impact is clear: Jellycat's revenue soared by two-thirds to £333 million this year, with an estimated $117 million in sales to Chinese consumers alone. This success reflects a wider boom in China's collectable toy market, projected to exceed 110 billion yuan this year. For many, these affordable plushies offer a welcome "pick-me-up" in an economy grappling with property crises and youth unemployment. They provide a lighter alternative to expensive luxury goods, allowing young people to express frustrations about a system where hard work doesn't always guarantee rewards. The "aubergine boss" meme, where fans draw weary expressions on an aubergine plushie, perfectly captures the shared sentiment of adult exhaustion. However, even the softest trends can face challenges. Some fans are noticing less social media buzz, prompting questions of "peak Jellycat." The brand's "hunger marketing" – limited editions and retired designs – can make collecting a thrilling treasure hunt, but also a frustrating one. As Stella herself notes, "Our daily life is not easy already and why should we make things harder for ourselves?" This has led some to explore cheaper, more surprising alternatives like "blind box" toys, suggesting that while the desire for comfort remains, the quest for the next big thing continues. --- Managing your business finances? TaxAce provides smart online accountancy services for UK businesses with flexible monthly plans. Image and reporting: https://www.bbc.co.uk | Read original article