The UK-based Jellycat stuffed animal brand grows rapidly in China, achieving sales of about $117 million on major e-commerce sites in 2024. Jellycat elevates global sales by two-thirds to £333 million ($459 million) that year, as Chinese teens seek comfort. The brand enters China in 2015 and leverages pandemic anxiety to position its unusual designs as “emotional companions” for stressed young adults.
Chinese consumers, especially millennials and Gen Z, embrace Jellycat toys to combat stress and loneliness amid economic uncertainty and high-pressure lives. People pet and squeeze these stuffed animals during lockdowns or daily routines, infusing simple toys with “emotional value” as symbols of stability. Social media amplifies this trend, as fans share unboxing videos and stories portraying toys as “情绪搭子” (emotional buddies).
Marketing Mastery
Jellycat deploys hunger marketing via limited drops and pop-up events, such as cafes offering plush “food” items, sparking frenzy and premium resale prices. The brand excels in localization with Chinese zodiac plushies and British-themed designs like fish and chips, promoted by celebrities including Yang Mi. Bookstores and cafes enhance exclusivity, while platforms like Tmall generate over RMB 100 million during Double 11 sales.
Market Momentum
China projects collectible toy sales exceeding 110 billion yuan this year, signaling adults prioritize emotional well-being over traditional purchases. Global plush toy demand rises nearly 5% in 2024 despite a slight industry decline, with Jellycat leading among young professionals. This “emotional economy” demonstrates how Jellycat addresses mental health needs to foster lasting customer loyalty.
