Jellycat, the British stuffed-animal powerhouse, made a splash in the potentially lucrative Chinese market in 2015. Since then, it’s been doing a great job at its new trick. The company boasted an astounding revenue growth of 66 percent, topping £333 million ($459 million) in 2024. The increase is driven by the increasing popularity of Jellycat’s quirky plush designs. Young consumers are particularly attracted to them, craving feelings of comfort and safety in a world full of challenges and unknowns.
The plush toys sold by Jellycat aren’t just another line of stuffed animals. They feature playful creations, like teapots and teacups, that spark the creativity of all who see them. Speaking of standout products, one of their favorites is the “aubergine boss.” This eggplant emoji shaped plush toy has become one of the most popular toys in the country and a cultural sensation. Millions of young Chinese have adopted these plushies as portable comforts. They provided refuge for many, including children, in those chaotic early pandemic days when economic anxiety ruled the day.
Young professional Stella Huang shared her story of seeking comfort in difficult times. She got her first Jellycat plush toy after being laid off at the start of the pandemic. Huang’s experience reflects a broader trend among the youth, who are increasingly turning to Jellycat’s products for solace. The inner emotional bond consumers build with these collectibles has sparked their popularization in different demographic groups.
Though Jellycat has certainly struck success with their products, a great deal of their meteoric popularity is due to their inventive marketing techniques, especially their enthralling pop-up events. In September, Jellycat collaborated with A-lister actress Yang Mi. This past October, they hosted an awesome pop-up event in Shanghai. This bold, strategic move captured national media attention. It also solidified the brand’s authority with youth consumers who are always looking for once-in-a-lifetime opportunities.
Their success in China is further illustrated by their wonderful e-commerce sales numbers. In just 2024 so far, Jellycat had approximately $117 million in toy sales through these leading online retailers. This remarkable number is a testament to the brand’s talent for utilizing digital channels to engage with its potential consumers. This big success story shows the strength and flexibility of Jellycat. It’s especially notable given the massive decline in global toy sales during the same period.
Jellycat’s plush toys have become incredibly popular as collectible items. Fans now idlingly look forward to weekends for ornately designed stealthy art installations. Traveling overseas, collectors typically hit the major department stores and independent boutiques in search of exclusive or limited-edition pieces. Some Jellycats are so hard to find, they can go for more than $1,400. This extraordinary scarcity only increases their allure to lovers.
The brand’s “Amuseables,” definitely including their aubergine, have gone beyond the role of delightful toys to become cultural touchstones. Social media has exploded with memes using these plushies to illustrate the frustration and absurdity of adulting. That relatable, awkward aspect has made Jellycat a favorite with many adults, particularly young adults, who find warmth and humor in these characters.
Market analysts predict that sales of collectible toys in China alone will reach more than 110 billion yuan (or $15 billion) in 2024. This growing segment reflects a shift in consumer preferences, with many gravitating toward items that evoke nostalgia or provide emotional support. By doing something like leaning into the sentiment of huggable, Jellycat found itself well aligned to breakout within the larger toy market.
In 2024, the global toy industry faced many obstacles. At the same time, sales in the collectibles toy category jumped 4.9%, reaching an all-time high. This trend is a sign of the times that consumers have turned the corner and are making purchases that matter rather than entertainment purchases.