British plush toy brand Jellycat has found a loving fanbase in China. Stella Huang bought her first Jellycat soft toy when she lost her job during the pandemic. She was drawn to a gingerbread house plushie on China’s social app RedNote. Though Christmas is not widely celebrated in China, the cute design caught her eye. Stella now owns 120 Jellycat toys, spending about 36,000 yuan ($5,145) on them. She says the plushies help her manage emotions amid complex adult challenges. Jellycat started in China in 2015 but grew hugely during the pandemic. The toys, especially the "Amuseable" line with tiny faces on objects like toilet rolls and eggs, are popular with Gen Z and millennials. Kasia Davies from Statista calls them "breakout products" that offer companionship. The brand’s pop-up shops in Beijing and Shanghai, selling localized plushies like teapots and fish and chips, have boosted its fame. In 2024, Jellycat’s revenue rose 66% to £333 million ($459 million). It sold about $117 million worth of toys to Chinese customers. This fits a wider boom in China’s collectable toy sector, expected to hit 110 billion yuan in sales this year. The trend of "kidults" is strong, with young adults seeking comfort in collectibles amid economic pressures. Jellycat's aubergine plushie, dubbed "the boss" by fans, has inspired memes on RedNote showing adult frustrations. Fans like Wendy Hui from Hong Kong customize their toys to express stress. Despite China's strict censorship, social media remains a space for such expressions. Limited editions and "hunger marketing" strategies keep the brand trendy on Chinese platforms. Collectors hunt for rare toys overseas or use agents to buy them. Rare Jellycats can cost over $1,400, but most are affordable mood boosters during a sluggish economy and high youth unemployment. Some fans, like Hui, are turning to cheaper toy "blind boxes" and even thinking of leaving the hobby. Stella feels the challenge to keep up with collecting adds strain. Still, Jellycat toys remain a sweet source of comfort for many young Chinese facing tough times.