Cover Jellycat stuffed toys, including a coffee to-go, a rabbit wearing headphones, a bubble tea drink and a piece of toast, run in a park in an animated video (Photo: Jellycat/YouTube)
Jellycat stuffed toys, including a coffee to-go, a rabbit wearing headphones, a bubble tea drink and a piece of toast, run in a park in an animated video (Photo: Jellycat/YouTube)
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We explore why everyone is eager to own Jellycat stuffed toys, from the emotional comfort they offer to their viral success on social media
Jellycat’s charming and whimsical plushies have captured many hearts and taken the market by storm. They feature traditional teddy bears alongside quirky designs, including cheerful cups of chocolate milkshake topped with cream, glum storm clouds and frogs dressed as a Christmas tree, designed to “put a smile on your face”.
Established in London by brothers Thomas and William Gatacre in 1999, Jellycat’s financial filings indicate that its annual revenue has skyrocketed, growing about eightfold from 2013 to 2022, reaching £200 million (about US$260 million), according to The Financial Times. The phenomenon has also spilt into the digital realm, as fans eagerly share photos and short videos showcasing their collections of these cuddly companions.
A key factor in Jellycat’s success lies in its ability to win over adult collectors rather than just focusing on parents and children. What strategies have fuelled its remarkable expansion, and what elements have contributed to its popularity?
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Healing your inner-child
Jellycat boasts a vast collection of plush toys, with its “amusable” range being the standout. This unique series features toy versions of everyday objects and foods, including a hard-boiled egg, a bowl of oats topped with blueberries, and even a cricket ball—items you would not typically think to turn into a toy. Adding to their charm, each item sports a cheerful smiling face, endowing it with a character that feels almost alive.
In contrast to the usual teddy bears and bunnies, the brand distinguishes itself by showcasing unconventional animals like deep-sea anglerfish and axolotls. The website goes a step further by describing the personalities of some of these creatures, making them feel more relatable. For instance, when someone brings home a stuffed sausage dog, they’re not just getting a toy; they’re welcoming a new friend who enjoys exploring a bustling city and takes “plenty of time to ponder”.
Above A music video of “For The Joy Of It” featuring Jellycat's stuffed toys (Video: Jellycat/YouTube)
These plush toys have become sources of emotional support for today’s younger generations, particularly those navigating the stresses of urban life.
On social media, many share their playful interactions with these toys, often crafting stories or identities for them. This trend aligns with a recent report from market research firm Circana, highlighting that adults increasingly purchase toys for personal fun, socialisation and collection.
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Acing the marketing game
Jellycat’s product lineup often taps into current trends and themes. For instance, they have introduced dolls shaped like avocados and toys resembling coffee beans and takeaway coffee cups, appealing to modern coffee enthusiasts. Their offerings also include seasonal items aligned with upcoming holidays.
The company has also created promotional materials for fans who enjoy their products’ comforting and character-driven nature. In its posts on its Instagram, with over a million followers, Jellycat’s stuffed animals present relatable experiences, celebrating moments like dressing up for Halloween or enjoying summer vacations. Some of their posts encourage followers to spread joy and show kindness to one another.
They have recently opened stores in various cities and their concepts have gone viral online. These shops offer a unique twist on the traditional toy store—they transform into a “café” in Shanghai, a “fish and chips restaurant” in London and a “pastry shop” in Paris. When customers order their toys, the staff pretends to cook them before their eyes and wraps them up. This quirky and delightful experience has caught the attention of many, with visitors eagerly sharing videos of their visits online.
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Positioning as a premium brand
Jellycat is available in 77 countries and typically in department stores like Harrods and Selfridges in the UK. Here, staff often provide a more personalised and sophisticated shopping experience. Being associated with such stores is a mark of quality, reassuring consumers that the products are top-notch.
“Jellycat is now our fastest-selling toy brand and shows no sign of slowing down,” Eleanor Gregory, a Selfridges toy buying manager, told Bloomberg earlier this year.
The brand takes great pride in its designs and materials, marketing them as “softer, subtle and long-lasting”. Prices for their toys tend to be higher, with smaller items—roughly the size of a smartphone—costing around US$20, going up to US$800.
This strategic positioning helps build customer confidence and loyalty, making Jellycat especially appealing to toy collectors with higher spending power who are willing to invest in premium goods. Additionally, these plush toys make for thoughtful and presentable gifts for loved ones.
This article was translated from Traditional Chinese to English, with additional reporting from Yoyo Chow. Keira Lu wrote the original piece.
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Based in Hong Kong, editor Yoyo Chow covers the people and ideas redefining Asia’s future—from cutting-edge innovation and AI to bold moves in sustainability and diversity. She also drives content for Tatler Gen.T in Hong Kong, a platform and community spotlighting the region’s next generation of startup founders, creatives and changemakers.
Before that, she was a video journalist producing content for international TV and digital platforms, including Reuters and South China Morning Post. If you have a powerful story to share, she’s all ears. Send press materials, event invites and any inquiries to yoyo.chow@tatlerasia.com.
