The Analysis of Post-COVID-19 Kidult Consumption of Jellycat
Abstract
After COVID-19, the mental health of young people has become a growing concern all over the world, with negative emotions such as anxiety, loneliness, and helplessness increasing significantly. Due to academic pressure, unstable employment and uncertain social environment, some young individuals relieve their pressure and seek emotional comfort by purchasing and using toys. Plush toys, with soft materials, appealing appearance, and emotional experience, have become a representative choice in this trend. Jellycat, a well-known plush toy brand, stands out from its competitors. This paper will take Jellycat as a case study. This research found that young consumers choose Jellycat not only because its high-quality material has a warm and soft touch, which plays a role in soothing emotions and relieving anxiety, but also because of its innovation in creating immersive experiences. Jellycat offline stores often create immersive and interactive scenes, which make consumers not only "buyers" but also "participants" and "story builders" in the shopping process. Such experiential interactions encourage consumers to play the role of "caregivers", and regard plush toys as objects that require nurturing. Then they can gain emotional value and psychological satisfaction. The combination of tactile comfort, emotional engagement, and identity construction constitutes a unique competitive advantage of Jellycat within the plush toy market.
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