Storyline: Collectable, dress-up anime plushie dolls all the rage in China [Voice_over] Small, plushy anime dolls that you can dress up and accessorize are becoming the latest trend among young people in China. In stores like this one in central China's Hubei Province, hundreds of items are available to change or update your doll's image, including mini shoes, doll-sunglasses, and pint-sized backpacks. This collector says dressing up her dolls makes her, and the dolls, feel good. [Sound_bite] Liu, consumer: "Choosing beautiful clothes to match them makes me feel happier." [Voice_over] Elsewhere in the province, a company that makes doll clothing has incorporated Xilankapu brocade patterns from the Tujia ethnic group into their outfits. [Sound_bite] Zhao Kuanmei, head, clothing company: "This style of Tujia oversized clothing, trimmed with ethnic lace and hand-beaded, looks even more adorable." [Voice_over] Beyond purely dress-up dolls, one of the country's most popular toys that has taken the world by storm is Labubu. The toothy-grinned mischievous looking plushy from Pop Mart is part of The Monsters series which, according to the company's official data, earned some 423 million U.S. dollars in revenue last year, a more than 700 percent increase from the previous year. [Restrictions : No access Chinese mainland]