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A woman named Stella acquired her initial Jellycat soft toy in the midst of a period of unemployment during the global health crisis. Encouraged by a friend's passion for these British-designed creatures, her interest was fully ignited when she saw a unique gingerbread house design on a popular social networking app.

While Christmas is not widely celebrated across China, serving more as a retail occasion rather than a cultural tradition, the concept of festive cottages resonated to Stella. "The festival doesn't mean much for me... However, I always like the appearance of those sweet houses," she remarks. This led her to eventually ask an old friend from her hometown to purchase the item on her behalf.

That acquisition occurred in 2021, coinciding with Jellycat was about of achieving significant success in China and internationally. "People were anxious, and nobody knew what exactly was going to happen," recalls Stella, who developed a routine of petting and hugging her soft toys to cope during a difficult period. Residing in Beijing, which experienced some of the strictest lockdowns in the world, she passed a great deal of time indoors.

Now 32 and working in sales manager in the tourism industry, Stella still grow her assortment. Her collection has swelled to approximately 120 toys, with a total a cost of roughly 36,000 yuan. "At my age, there are many things that you cannot share with others... and the troubles we encounter are far more complicated than before," she notes reflectively. "These soft toys help me managing my feelings."

Originally created for children, these squishy creatures have transformed into a global sensation, particularly in China where a increasingly disenchanted younger generation is seeking solace in them for comfort and solace.

The Rise of Adult Toy Enthusiasts

Stella's gingerbread cottage plushie is part of their "Amuseable" line, a set of toys featuring small expressions inspired by everyday items, ranging from bathroom tissue to boiled eggs. These toys are considered a key "breakout success" that "appeal to a wide younger adult audience" globally, as noted by industry analysts.

Their growing popularity "may have a connection to a desire for companionship," suggest cultural commentators. While it's difficult to ascertain if the introduction of the iconic series back in 2018 was a deliberate move to engage the young adult market, toy manufacturers increasingly need to find new markets due to falling fertility rates in many parts of the world.

Jellycat entered China back in 2015. Having laid the necessary "foundation", the company was able to tap into "the tone during Covid"—a time when people sought comfort amid widespread anxiety—capitalizing on this success there, as explained by industry experts.

Its fame was further propelled through engaging pop-up experiences. These retail events sometimes offered a selection of limited-edition "culinary" products. Many enthusiasts record themselves interacting and share the clips on social platforms.

Localisation proved to be an essential approach. As an example, fans were able to buy stuffed toy interpretations of classic UK dishes like fish and chips during a temporary shop overseas. Conversely, items like teapot and teacup toys were featured at exclusive stores in Chinese metropolises last year.

Last year, the UK-based firm's revenue is said to have rose by two-thirds to reach an impressive sum. During that timeframe, it sold roughly $117 million in value of its products to Chinese consumers via leading e-commerce platforms, according to research data.

This growth reflects a broader surge in China's collectible toy market driven by young adults seeking emotional support and connection. Total revenue of collectable items nationally are projected to top 110 billion yuan this year, according to a 2024 industry report.

The remarkable success of brands like Labubu, elf-inspired dolls by domestic company Pop Mart, highlights the market's increasing appetite towards designer collectibles. This "kidult" trend isn't unique to China; young adults globally are increasingly question "traditional notions of what it means to be an adult," observe cultural experts.

Amuseables, especially the eggplant plushie—affectionately dubbed "the big boss" by Chinese fans—have also inspired numerous memes, with many sharing frustrations about adult life. The "aubergine boss" tag serves as a platform where fans draw different expressions on the plushie, showing it in different states from drinking to fake-smiling.

As an illustration, a marketing professional from Hong Kong, Wendy Hui, modified her aubergine Amuseable adding bags under its eyes and putting a pair of glasses on it. She posted an image online with the caption: "The mood of workers at the start of the week." "I kept working from home even on time off," she explains. "I merely intended to convey how exhausted I felt."

In this way, Jellycat has become an unexpected, light-hearted outlet for young Chinese to air their frustrations about a slowing economy, in which dedicated effort doesn't always guarantee commensurate rewards. Amid strict online censorship, digital spaces have become a crucial, if not the only, arena for these types of conversations.

Its frequent launches of limited-edition designs and the discontinuation of older designs—a strategy often called "scarcity marketing" locally—has also driven {