Jellycat plush toys are seen at a store. (Photo/Dushikuaibao)

Chongqing - At a Jellycat pop-up store in China, shoppers are greeted with playful interactions that mimic a food ordering experience. “Would you like more or less cream on your cream cake?” asks a staff member. “Should the stinky tofu be crispier or softer?” they continue. “What would you like to add to the teapot?” These aren’t actual food orders but creative ways to present Jellycat plush toys disguised as “cream cakes,” “stinky tofu,” and “teapots.” This imaginative “pretend play” packaging transforms the shopping experience into an interactive and emotionally engaging event.

Jellycat's adorable plush toys, known for their expressive faces, combined with the enthusiastic and playful packaging service provided by the staff, have significantly enhanced the interactive shopping experience for consumers, offering substantial emotional value. In major cities across China, many young people are willing to wait for hours in line or rely on scalpers and purchasing agents to secure their favorite Jellycat plushies. Some scalpers even resell appointment codes at inflated prices, according to a report by the Hangzhou-based newspaper Dushikuaibao on Sunday.

The demand for Jellycat toys has elevated them to valuable commodities. Originally priced in hundreds of yuan, many sellers on platforms like Xianyu, China’s leading secondhand goods marketplace, are flipping them multiple times for their original price, the newspaper observed. Despite Jellycat being a well-established brand with a 25-year global presence, its recent popularity surge is driven by the innovative “pretend play” packaging strategy developed recently.

In 2023, the world’s first Jellycat Diner opened in New York, where staff “cooked” burger plushies and made them “dance” on the counter by holding their little hands. This playful packaging process quickly went viral online. Building on this success, Jellycat opened a Patisserie in France and a Fish & Chips food truck in London this year. Customers entering these Jellycat stores receive a paper menu, and after ordering their favorite “food,” staff bring out the plush toy, engaging in actions like squeezing cream and frying. After a series of playful “preparations,” staff ring a bell and present the packaged toy with a smile, according to the news portal w.dzwww.com.

Jellycat plushies typically range from several hundred to over a thousand yuan, but their sales figures are impressive. In 2022, Jellycat's revenue reached £146 million ($184.34 million). During the 2023 “Double 11” shopping festival, Jellycat's sales surpassed Disney's, making it the leader in the plush fabric category, with an average transaction price of 465 yuan ($64.20). From January to July this year, Jellycat's sales ranked first in the plush toy segment, with a growth rate of 126.7 percent. Offline sales have also been booming, with various popular products frequently selling out.

The popularity of Jellycat can be attributed to its anthropomorphized designs, diverse product range, unique emotional value, and strategic marketing, Dushikuaibao analyzed. In terms of anthropomorphism, Jellycat has invested heavily in making its products relatable. For example, a small eggplant plushie that went viral online might seem ordinary at first glance, but it gained popularity thanks to its subtle, perfectly curved smile and a “skin” that can be easily drawn on with fingers. It became the perfect companion for young people to express their inner emotions.

Additionally, Jellycat offers a wide range of products, including animals, plants, and even tableware, making them suitable for various scenarios. This broad selection reduces the focus on age and gender restrictions, appealing to a wider audience. From a marketing perspective, Jellycat continually strengthens its high-end gift image by releasing limited-edition products during holidays and pairing them with strong marketing campaigns. Its gift line has become increasingly diverse, covering important life events like love, graduation, weddings, and having children, as well as everyday surprises. Customers can even personalize their plushies with custom name embroidery.

Moreover, when new limited editions are launched, certain plushies are also “retired,” making them rare and highly collectible. These discontinued toys not only see their prices double but also become hard to find, enhancing their collectible value. From an emotional value perspective, this is even more evident. Jellycat has crafted unique backgrounds and personalities for each plush toy and even provides “care guides.” The “pretend play” marketing in their offline pop-up stores has led many young consumers to view the toys as a way to ease mental anxiety and fulfill their emotional needs. This has sparked a wave of experiential consumption, where brands and products offering emotional value are becoming the new consumer standard.

Jellycat’s blend of whimsical design, creative marketing, and emotional resonance has firmly established it as a beloved brand among young adults. By transforming the simple act of purchasing a plush toy into an engaging and emotionally fulfilling experience, Jellycat has not only captured the hearts of consumers but also set a new benchmark in the plush toy market. As the brand continues to innovate and expand its playful spirit, its popularity shows no signs of waning, promising to enchant even more hearts around the world.