Linabell, a pink fox character from the Disney series 'Duffy and Friends', has captured the hearts of Chinese consumers, fueling a surge in 'emotional consumption'. Fans like Ida Jia dedicate time and resources to Linabell merchandise, showcasing the character's impact on a market that prioritizes toys, games, comics, and anime.
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Linabell, which made its debut in Shanghai in 2021, is helping Disney benefit from a rapidly growing market in China for merchandise related to toys, games, comics and anime, which remained popular with teenagers and young adults throughout 2024 even as they reduced spending on items from beauty products to luxury handbags.
“She has a positive influence on me, feeling her cuteness and energy is very soothing,” she said during a recent trip. Alongside Linabell and Duffy and Friends, which have their own dedicated boutiques inside Shanghai Disneyland, others that are benefiting from the trend include collectible toy brands such as Jellycat and Chinese blind box toy retailer Pop Mart whose Labubu rabbit-like character sparked a global craze.
“It’s really about understanding themselves and how to get in touch with their internal needs so they can establish an identity that feels consistent and coherent with their sense of self,” she said.
Linabell China Disney Emotional Consumption Anime Merchandise
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