Jellycat: The British Plush Toy Conquering China
Monday, 2026/01/05159 words2 minutes1835 reads
Jellycat, a British-designed plush toy brand, has experienced remarkable success in China, particularly among young adults. The company's 'Amuseable' line, featuring toys with small faces modeled after everyday objects, has become especially popular.
The brand's popularity surged during the pandemic when many people sought comfort amid uncertainty. Jellycat's strategy of creating pop-up experiences and localizing products for different markets has contributed to its success. In China, they've offered special editions like teapot and teacup plushies.
Young Chinese adults, facing economic challenges and high unemployment rates, have turned to these toys for emotional comfort. Many share images and memes of their Jellycat plushies on social media, using them to express feelings about work and life.
Jellycat's success reflects a broader trend in China's collectable toy market, which is expected to see significant growth. However, some fans are noticing a potential decline in the brand's popularity, with some considering 'quitting the pit' - a Chinese phrase for retiring from a hobby.
