Leveraging Kidulting for Brand Growth: A Case Study of Jellycat’S Emotional Marketing

Abstract

With the global spread of the “Kidulting” trend—where adults seek childhood-like comfort to alleviate life pressure—and the rise of emotional consumption, plush toys have shifted from children’s items to adult emotional companions. This paper uses the case study analysis method, outlining how jELLYCAT, a UK’s high-end plush brand, aligns with Kidulting psychology to drive success. jELLYCAT’s brand background includes its positioning shift to “all age groups” and strengths in design, quality, and sustainability. This study discusses the underlying reasons for the brand’s success. The brand’s success drivers include capturing adult emotional needs (childlike and compensation psychology), scenario-based/limited-edition products, in-store “healing” services, and multi-channel marketing. In addition, this study identifies challenges like high prices, counterfeits, and competition, and proposes solutions (AR/VR experiences, customizable accessories). The study concludes that jELLYCAT’s core strength lies in transforming products into “emotional partners”, offering a model for brands leveraging Kidulting trends in the emotional economy.