🔗 Share this article

A woman named Stella purchased her initial Jellycat brand soft toy in the midst of a period of job loss during the global health crisis. Inspired by a friend's passion for the UK-created creatures, her curiosity was truly ignited when she saw an adorable gingerbread cottage design on a widely-used social networking app.

While Christmas isn't widely celebrated across China, being more of a commercial event than a religious festival, the imagery of gingerbread houses appealed with her. "The festival doesn't mean much to me... But I always like the sight of gingerbread houses," she states. This led her to ask an old friend from her hometown to buy it for her.

That purchase was made in 2021, coinciding with Jellycat was on the cusp to achieve massive popularity across China and beyond. "People were uneasy, and no-one knew what exactly would happen," says Stella, who developed a habit of stroking and squeezing her plushies to cope throughout that stressful time. Residing in Beijing, which experienced some of the strictest lockdowns globally, she passed extended periods indoors.

Now aged 32 with a new job as a tourism sector professional, Stella still expand her assortment. It has swelled to around 120 items, representing an investment of about 36,000 yuan. "At my age, you have numerous matters that you cannot share with other people... and the troubles we encounter are far more complicated than before," she says reflectively. "These soft toys assist me in regulate my feelings."

Initially created with kids in mind, these squishy creatures have become a global sensation, especially in China where an somewhat disillusioned youth demographic has been seeking solace in them for emotional support.

The Rise of Kidults

Stella's Gingerbread house toy is part of the "Amuseable" series, a range of characters featuring small expressions based on everyday inanimate objects, ranging from bathroom tissue and hard-boiled eggs. These plushies are considered the "breakout products" which "resonate with a broad younger adult audience" around the world, according to industry analysts.

Their growing popularity "may have something to do with a desire to feel companionship," suggest cultural commentators. While it's hard to say for sure whether the introduction of the now-iconic Amuseable line back in 2018 was a deliberate move to engage the adult consumer, toy manufacturers are under pressure to need to find alternative audiences amid declining fertility rates across numerous countries.

The brand entered the Chinese market back in 2015. By laying the necessary "groundwork", the company was well-positioned to tap into "the tone of the pandemic"—when people sought comfort during widespread uncertainty—and built on its early momentum there, as explained by business consultants.

Its fame was further propelled through engaging temporary events. These retail events often featured a selection of limited-edition "food" products. Numerous enthusiasts would film their experience being served and post the clips online.

Adaptation to local tastes proved to be an essential approach. As an example, fans could purchase plush interpretations of traditional UK dishes such as fish, chips and mushy peas during a temporary shop overseas. Conversely, products including teacup and teapot plushies were sold at exclusive stores in Beijing and Shanghai the previous year.

In 2024, the UK-based firm's revenue reportedly rose significantly to reach an impressive figure. In that period, it sold an estimated $117 million worth of its products in China on major online marketplaces, according to market intelligence estimates.

This growth mirrors a broader surge in China's collectible toy market driven by adult consumers in search of emotional comfort and community. Overall sales from collectible items nationally are expected to top 110 billion yuan annually, as per a recent analysis.

The runaway popularity of other toys such as Labubu, elf-like dolls from Chinese toy maker Pop Mart, highlights the market's growing demand for designer collectibles. This "kidult" trend isn't unique to China; adults globally are starting to re-evaluate "traditional understandings of what it means to be an adult," observe cultural experts.

Amuseables, items like the eggplant character—nicknamed "the boss" by Chinese fans—have spawned a wave of online jokes, with many expressing frustrations regarding the pressures of adulthood. On social media, the "aubergine boss" hashtag serves as a platform where people draw various emotive faces on their toy, depicting it in various moods enjoying a drink to fake-smiling.

For example, a marketing professional from Hong Kong, Wendy Hui, modified her eggplant toy by drawing bags around its eyes and placing spectacles on the toy. She then shared an image on a social platform with the caption: "The mood of employees at the start of the week." "I was working at home even on my days off," she explains. "I merely intended to convey the level of exhaustion I felt."

Thus, the brand has emerged as an unexpected, light-hearted outlet for young Chinese to voice their frustrations about a slowing economy, where dedicated effort no longer ensure commensurate returns. Despite strict content regulation, the internet have become a crucial, if not the only, arena for such discussions.

Its frequent launches of limited-edition products and the discontinuation of older designs—an approach sometimes referred to as "hunger marketing" locally—has also fueled {