According to the China Toy Association report, during the 2023 Double 11 shopping festival, the average sales price of plush and fabric toys increased by 2.7% compared to 2022. Products priced above 400 yuan accounted for 12.4% of total sales, a 6.7 percentage point increase from the previous year, marking the highest growth. Among them, Jellycat achieved an average transaction price of 465 yuan.
Without focusing on cost-effectiveness, nor relying on classic IPs or stories, how has Jellycat managed to tap into adult consumers’ savings and emotions? How has this UK-based brand, established over 20 years ago, managed to build global recognition and sustain its growth?
Jellycat’s creative philosophy is "For the joy of it," bringing delight to consumers through playful and high-quality designs. The brand's success is not solely due to the quality and design of the toys themselves, but also its use of anthropomorphized designs, regular product updates, and theatrical sales strategies.
1.1 Anthropomorphic Design
Jellycat’s anthropomorphic design strategy is one of its most notable success factors. By imbuing its plush toys with human-like expressions, actions, and even emotions, Jellycat has cleverly transformed these toys into "companions" capable of forming emotional connections with consumers. These toys are not only children's playthings but have also become emotional anchors for adults.
For example, the brand’s "Bashful Bear" is designed as a "bedtime companion," with consumers often reading bedtime stories to it, making it a gentle guardian at their bedside.
Jellycat also uses anthropomorphic naming and storytelling to refer to all its plush toys as “Furry Friends,” while discontinued products are affectionately called “retired employees,” adding warmth and a sense of story to the toys.
For example, the "Unopenable Yoga Mat" plush toy is closely related to everyday life, and its humorous name enhances the toy’s charm, allowing it to resonate with consumers’ experiences.
For adult consumers, plush toys have become a medium for emotional expression and companionship. In today’s fast-paced society, Jellycat effectively fulfills emotional needs through this strategy.
1.2 Theatrical Sales
Jellycat has successfully transformed the traditional shopping experience into a fun and entertaining event through theatrical sales. In Jellycat stores, shopping is not just a simple transaction; customers, guided by staff, become part of the anthropomorphized toy stories, creating an interactive emotional experience.
Staff use props such as toy shovels and watering cans to simulate activities like the toys "cooking" and "packing," making the entire purchasing process engaging and playful.
2. Global Market Growth and the Unique Performance of the Chinese Market
According to NPD’s 2022 Global Toy Market Trends Insight, the global toy market has continued to grow, with plush toys seeing the largest increase, up by 32%. Particularly post-pandemic, amidst a backdrop of market downturns, Jellycat toys experienced a surge in sales due to their healing and emotionally comforting qualities.
2.1 Emotional Needs Behind Global Market Growth
During the pandemic, as the global market faced economic uncertainty, many people shifted their spending from luxury goods to consumer products that could provide emotional comfort. Jellycat’s plush toys, with their soft, warm, and cute appearance, embody this emotional need.
According to iiMedia Research, by 2021, China’s population of individuals living alone had surpassed 90 million, with 73.01% of single people being long-term singles, highlighting a growing need for companionship and emotional healing. Post-pandemic, with the global market still in a slump and facing uncertainty, people are more inclined to purchase products that bring mental pleasure. Within a safe economic range, they are willing to indulge in a certain level of "luxury." This, in part, explains the counter-cyclical growth of plush toys, as seen with Jellycat.
2.2Unique Performance in the Chinese Market
Jellycat’s performance in the Chinese market has been particularly outstanding. Rather than establishing its own branded physical stores, Jellycat has expanded its reach through e-commerce platforms and third-party retailers such as baby stores, bookstores, and toy shops, further increasing the brand’s market coverage.
Jellycat’s limited-edition releases and “retirement” strategy have significantly contributed to its success in China. New toy releases each year and the “Monthly Star” have drawn a large following, while some older toys are “retired” once production and sales cease. This scarcity strategy creates a strong desire to purchase, sparking consumer rushes to buy.
For example, in 2016, Jellycat announced the retirement of 338 toys, while in 2022, it retired 851 toys in one go. This not only strengthened Jellycat’s position in the collectibles market but also caused retired products to skyrocket in price on the second-hand market, making them highly sought after by consumers.
3. Jellycat’s Alignment with Adult Emotional Needs
In 2014, Jellycat repositioned itself as a high-end gift brand for all age groups in its annual report.
The demand for plush toys among adults stems from two key factors:
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The trendiness and IP-driven appeal of plush toys, which align with adult aesthetics.
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The anthropomorphized and character-driven marketing on social media, which assigns personality and stories to toys, opening channels for emotional connection.
Jellycat’s success in meeting the emotional needs of adults is particularly notable in today’s society, where emotional voids and loneliness are on the rise. Plush toys have evolved from being solely for children to becoming emotional anchors and sources of comfort for adults.
Purchasing Jellycat toys has become akin to an investment in emotional value. It helps people enrich their spiritual world and provides emotional fulfillment and healing.
4.Decentralization of Media: Amplifying the Brand’s Breakout
As of now, the #Jellycat# topic on Xiaohongshu has garnered 570 million views, with over 500,000 posts. On Weibo, the topic’s reading volume has surpassed 130 million, with real-time hotness ranking third on the platform.
From the perspective of most brands, social media content primarily focuses on product displays, and the decentralization of platform information often increases the difficulty of promotion. However, Jellycat stands out in this regard. Its products have been imbued with emotional value by consumers, and the expansion of the brand’s product line allows it to cover a wider range of life scenarios. The decentralization of media has, in fact, helped enhance Jellycat's promotional impact on social media.
In summary, Jellycat has stimulated organic user-generated sharing due to its unique emotional value, capturing the trends of consumer-driven recommendations and content marketing in the context of media decentralization. Through online marketing channels and offline innovative layouts, Jellycat has amplified its brand momentum, expanded its reach and visibility, and driven business growth.