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Jellycat

From Wikipedia, the free encyclopedia

Jellycat Limited
IndustryManufacturer and retailer
GenreHome décor and toy manufacturer
Founded1999; 27 years ago (1999)
FounderThomas and William Gatacre
Headquarters
London
,
United Kingdom
Websitejellycat.com

Jellycat Limited is a British soft toy and keychain company[1] founded in London by brothers Thomas and William Gatacre. It is known for its plush toys and collectibles. Each plush toy is organized into a category or collection, such as gifts, Amuseables, bag charms, and animals.

History

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Jellycat was co-founded by two brothers, Thomas and William Gatacre in London in 1999.[2] In 2001, the company expanded to Minneapolis, forming Jellycat Inc.[3][4] While Jellycat mostly sells soft toys, it also sells books, nursery items, bags, blankets, keychains, and other accessories.[5] It offers a range of products, from classic stuffed animals like rabbits and bears, to more whimsical creations in its Amuseables line, featuring playful designs such as smiling flowers and cheerful foods.

Jellycat Slackajack Monkey soft toy

As of 2024, the longest serving design within the contemporary collection is the Slackajack Monkey with 21 years in production.[6] In February 2024, Jellycat celebrated its 25th anniversary, where the Institute of Contemporary Art in Boston hosted an anniversary party.[7] The Jellycat company had greater financial success in 2025 when its profits doubled from the year prior, leading to more than $100 million in dividends paid to owners.[8]

In June 2025, Jellycat stopped supplying to approximately 100 independent shops in the United Kingdom, citing its "brand elevation strategy". The change affected longstanding stockists including shops which had sold Jellycat products for over twenty years, and were told that the decision was "final" and that they would be unable to appeal. Another group of store owners were permitted to continue stocking Jellycat products but no longer were allowed to display a sticker in their shop window saying they were an "Official Jellycat Stockist".[9]

As of 2025, Jellycat-owned retail locations are present in many American cities, including the Jellycat Diner Experience at FAO Schwarz in Midtown Manhattan, New York.[10] A Chicago location opened in late 2025,[11] and also in 2025 Jellycat opened the Jellycat Ski Club, a temporary experience for two months in Los Angeles where exclusive merchandise was available for sale.[12]

Reception

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Jellycat won Earnshaw Magazine's Earnie Award in 2015 and 2018, within the Toys category.[13][14] The company received the Outstanding Achievement Award at The Greats Awards in 2020.[15] In 2024, the World Intellectual Property Organization (WIPO)'s Hague Yearly Review ranked Jellycat Limited's number of industrial design applications filled under the Hague System as 8th in the world, with 255 applications submitted during 2023.[16]

Jellycat products have a strong social media presence, with the number of reported views on TikTok reaching several billion.[17][18] The increasing popularity of the toys–helped by the online momentum–has led to extraordinary security measures being put in place by British retailers following a 'crime wave'.[4] The thriving and profitable secondary market for Jellycat toys has been referred to as a "darker, stranger underbelly" to the Jellycat phenomenon, as it provides a ready outlet for thieves to dispose of stolen toys.[4]

Jellycat toys appeal to both children and adult collectors.[17][19][20][18] While Jellycat was originally marketed towards young children, adults have become a significant part of the consumer base, particularly Gen Z.[21] Researchers have analyzed that the growth amongst adult consumers were adults seeking comfort and nostalgia during the periods of post-pandemic.[21] According to Bia Bezamat, from global marketing data company Kanta, Jellycat's popularity rise emerged from "a perfect storm of a post-pandemic need for escape, a need for comfort."[21] These trends reflect how Gen Z prioritizes mental health and find comfort with items that reflect childhood and nostalgia.[21]

A Guinness World Records title was given to teenager Hope Roberts from Bedford, England in early 2026 for her Jellycat collection of 877 items.[22]

References

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  1. ^ Brewer, Susan (1 January 2013). Famous Character Dolls. Casemate Publishers. ISBN 978-1-84468-094-8. Archived from the original on 8 September 2023. Retrieved 7 September 2023.
  2. ^ Onita, Laura (30 September 2025). "Jellycat toymaker plans £110mn pay for owners". Financial Times. Retrieved 18 November 2025.
  3. ^ ""Making beautiful things that people remember": in conversation with William Gatacre, co-founder and MD at Jellycat - Fashion & Luxury, People, leadership & talent, Weekly Column Executive Search". The MBS Group. Archived from the original on 1 September 2023. Retrieved 1 September 2023.
  4. ^ a b c Hamilton, Chloë (8 January 2025). "Shoplifters, scams and supersoft toys: how the Jellycat craze inspired a crime wave". The Guardian. ISSN 0261-3077. Retrieved 8 January 2025.
  5. ^ Watts, Robert (1 September 2023). "Puppy love". The Times. ISSN 0140-0460. Retrieved 1 September 2023.{{cite news}}: CS1 maint: deprecated archival service (link)
  6. ^ "Do You Own The Most Popular Jellycat?". Elys Wimbledon. Archived from the original on 25 March 2024. Retrieved 25 March 2024.
  7. ^ Gaikwad, Tanisha (29 February 2024). "ICA visitors celebrate 25 years of Jellycat toys". The Huntington News. Archived from the original on 25 March 2024. Retrieved 25 March 2024.
  8. ^ "Toy maker Jellycat plans to pay owners £110m after profits double". BBC News. 1 October 2025. Retrieved 3 February 2026.
  9. ^ "Jellycat: Independent shops devastated as brand pulls supply". BBC News. 12 July 2025. Retrieved 15 July 2025.
  10. ^ "Jellycat New York Diner Experience". us.jellycat.com. Retrieved 3 February 2026.
  11. ^ "Jellycat store opens in Chicago next week, offering an exclusive plush". NBC Chicago. 26 September 2025. Retrieved 3 February 2026.
  12. ^ Folven, Edwin (13 November 2025). "Jellycat Ski Club opens at The Grove". Beverly Press & Park Labrea News. Retrieved 3 February 2026.
  13. ^ "EARNIE AWARD PAST WINNERS". Earnshaw's. Archived from the original on 8 June 2023. Retrieved 8 September 2023.
  14. ^ "Toys: Jellycat". Earnshaw's Review. 102 (10): 20. 2018. ISSN 0161-2786.
  15. ^ "Jellycat's Co-Founder And MD Honoured At The Greats Awards". Archived from the original on 1 September 2023. Retrieved 1 September 2023.
  16. ^ "Hague Yearly Review 2024" (PDF). wipo.int.
  17. ^ a b Kemsley, Saskia (24 July 2023). "Best unique jellycats for all ages: Stuffed toys to brighten your day". Evening Standard. Archived from the original on 8 September 2023. Retrieved 7 September 2023.
  18. ^ a b Wilson-Beevers, Helen (3 March 2023). "Jellycat stuffed animals are still a top trend: Here's where to buy the popular kids' toys". The Independent. Archived from the original on 7 September 2023. Retrieved 7 September 2023. It's safe to say, the most recognisable soft toy brand name today is Jellycat, which was first established in 1999.
  19. ^ Alcántara, Ann-Marie (28 May 2023). "Why Adults Are Snapping Up a Stuffed Toy Originally Meant for Babies". Wall Street Journal. ISSN 0099-9660. Retrieved 1 September 2023.{{cite news}}: CS1 maint: deprecated archival service (link)
  20. ^ "Meet The Parents Secretly Obsessed With Jellycat Stuffies". Romper. 7 November 2021. Retrieved 1 September 2023.{{cite web}}: CS1 maint: deprecated archival service (link)
  21. ^ a b c d Burleigh, Emma. "Jellycat's $250 million rise: Gen Z's mental health crisis and need for comfort sparks plush toy frenzy". Fortune. Retrieved 28 April 2026.
  22. ^ "Bedford teen wins world record title for her Jellycat collection". BBC News. 6 January 2026. Retrieved 3 February 2026.
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