Jellycat's Growth in China Reflects Demand for Comforting Collectibles Amid Economic Challenges
Since entering the Chinese market in 2015, Jellycat has seen significant growth, with revenue rising two-thirds to £333 million by 2024. Approximately $117 million of sales came from Chinese consumers on major e-commerce platforms, according to Moojing Market Intelligence.
The brand's success is partly driven by its varied offerings, such as the Amuseable line launched in 2018, which includes themed plushies like gingerbread houses and the aubergine plush, popularized as the "Aubergine boss" meme on RedNote.
China's collectible toy market was valued at over 110 billion yuan in 2024, highlighting strong youth interest. The Labubu line from Pop Mart reflects a growing "kidult" demand for collectibles and appetite for hunger-marketing strategies.
Jellycat has emphasized localization and experiential retail in China, including in-store pop-ups featuring food-themed items. Selfridges in London offered fish, chips and mushy peas-themed plushies, while outlets in Beijing and Shanghai sold teapots, teacups, and similar culturally resonant products.
The groundwork for Jellycat's success in China was established by 2015, and the brand leveraged the increased demand for comforting products during the pandemic era to strengthen its presence.
Consumer enthusiasm is illustrated by Stella Huang, who bought her first Jellycat toy in 2021 amid lockdowns and now owns around 120 toys worth approximately ¥36,000 in total.
In September 2024, Jellycat partnered with actress Yang Mi for a Shanghai pop-up, signaling continued celebrity-led promotion.
Online culture and shopping channels such as RedNote and daigou drive demand and secondary-market value; rare Jellycat toys have sold for more than $1,400.
Despite high youth unemployment in China, officially above 17% amid broader economic slowdown, consumers continue to purchase small, affordable items like Jellycat plush toys as "cheap pick-me-ups." This dynamic illustrates Jellycat's appeal as a comforting product in challenging economic times.
