Summary
The British plush toy brand Jellycat has become very popular in China, particularly during the pandemic. The toys, originally aimed at children, have found a large market among young adults in China who buy them for comfort.
Key Facts
- Stella Huang started collecting Jellycat plush toys during the pandemic and now owns 120 of them.
- Jellycat toys were originally for children but became popular with young adults in China seeking comfort.
- The Amuseable line of toys features faces on items like boiled eggs and toilet rolls.
- Jellycat entered the Chinese market in 2015 and increased its focus during the pandemic.
- The company used pop-up store events and local cultural references, like teapot plushies, to attract buyers.
- In 2024, Jellycat's revenue increased by two-thirds to £333 million.
- The collectable-toy market in China is expected to reach 110 billion yuan in 2024.
