Jellycat's Plush Success: The British Toy Brand Captivating China

Mon Jan 05 2026 06:05:02 GMT+0200 (Eastern European Standard Time)

The story of how Jellycat overcame challenges to become a beloved plush toy brand in China, appealing to young adults and children alike.

Jellycat, a British plush toy brand, has soared in popularity in China, particularly during the pandemic when young adults sought comfort in its quirky designs. With localized products and pop-up experiences, the brand has successfully navigated the complexities of the Chinese market while resonating with a generation facing economic uncertainty. As the toy industry adapts to changing consumer needs, Jellycat's unique strategy highlights the emotional connections toys provide amidst challenging times.

Stella Huang bought her first Jellycat plush toy when she lost her job during the pandemic. A school friend was a fan of the British-designed toys and told her all about them. But she only fell in love with the brand when she saw a gingerbread house plushie on the Chinese social media app RedNote.

Christmas is not widely celebrated in China and is more of a commercial event than anything more traditional. The festival doesn't mean a lot to me... But I always like the sight of gingerbread houses, she says. It was then that she asked her friend in their hometown Guangzhou to buy it for her.

That was in 2021, just as Jellycat was about to make it big in China and around the world.

Now 32, Stella has a new job as a sales manager in the tourism industry, but is still buying Jellycats. Her collection has grown to 120 toys, costing a total of about 36,000 yuan ($5,145; £3,815).

At my age, there are many things you can't share with others... and the troubles we face are a lot more complicated than before, she says with a sigh. The plushies help me regulate my emotions.

Originally aimed at children, the squishy toys have become a global hit, especially in China where a disenchanted youth has been turning to them for comfort.

The Kidults

Stella's Gingerbread house plushie is an Amuseable, a line of toys with tiny faces modeled on inanimate objects from toilet rolls to boiled eggs. The plushies are the breakout products which appeal to a wide Gen-Z and millennial audience around the world, says Kasia Davies of global analysis firm Statista.

The popularity of these toys may have something to do with wanting to feel companiable, Isabel Galleymore of the University of Birmingham explains.

Jellycat entered the increasingly competitive Chinese toy market in 2015, allowing the company to prepare for the surge in demand during the pandemic. They capitalized on the need for comfort amid heightened uncertainty, especially during lockdowns in China.

Jellycat's success has also been attributed to their pop-up experiences and limited-edition products, which have driven social media engagement, particularly among young adults. The company has successfully localized their offerings, adapting plush toys to reflect cultural icons such as fish, chips, and traditional teapots.

In a sign of its popularity, Jellycat's revenue in 2024 soared by two-thirds to £333m, benefitting significantly from e-commerce sales through platforms favored by Chinese consumers.

However, some fans are beginning to see a decline in interest, pondering whether they should pursue other collectible trends. As expectations shift, Jellycat's approach to marketing and community engagement will be pivotal in maintaining its foothold in the market.