Plush toy appeal intensifies among youth

Many consumers embracing these soft and cuddly products as lifestyle companions, often taking them along to class, meals, work, and while traveling

A normal-sized plush toy retails for around 50 yuan ($6.9) on average in China. However, a 31-centimeter version plush toy from London-based toymaker Jellycat is priced at 399 yuan or more, and flies off the shelves the moment it becomes available.

These soft and cuddly toys have managed to transcend the traditional toy market, appealing to the emotional and psychological needs of young adults who are increasingly seeking comfort, companionship and a sense of self-expression through their purchases, analysts said.

Jellycat's products are defined by two key characteristics: instantly recognizable features like button eyes, tiny feet and endearing smiles, as well as whimsical, anthropomorphic designs that bring the plush toys to life.