What Is Jellycat & Why Are So Many People Obsessed With It?
More than just a cute trend, Jellycat has become part of a bigger movement among adults.
Once considered luxury baby toys, Jellycat plushies have now become an unexpected obsession among adults
Image via Elly (Facebook)
From classic bunnies that are often personalised for newborn gifts to smiling loaves of bread, Jellycats have taken over social media, collectors' shelves, and even bedroom decor.
But what's behind this sudden surge in popularity? Why are fully grown adults spending upwards of RM87 to RM1,673 on plushies originally meant for babies?
Image via Babydash
Founded in London in 1999 by brothers Thomas and William Gatacre, Jellycat originally created high-end plush toys for infants and toddlers
The brand took off in 2013 and has continued to grow in popularity. By 2023, the company reportedly hit a revenue high of 200 million pounds (RM887.4 million), as reported by The Financial Times.
Image via Jellycat
The key to Jellycat's success lies in producing and marketing a plushie product targeted to adults.
Here's how they did it:
1. Jellycat differentiated itself from other plushies by producing more than the usual teddy bears and bunnies
Image via Jellycat (Collaged by SAYS)
Their animal line ranges from mythical dragons to... shrimp. Thus catering to the diverse tastes and interests of people.
What's more, each plush is given a personality. My personal fave is Timmy Turtle, who, according to his description, "needs a friend to cheer him up – or someone to have a good grumble with!"
Their fanbase consists of wholesome interactions. Just check out some of the reviews Timmy Turtle received:
Image via Jellycat
2. The Amuseables range of plushies that consist of everyday objects, plants, food, and more
Image via Jellycat (Collaged by SAYS)
In addition to "plushie-fying" less popular animals, Jellycat has seemingly turned mundane adulthood into something wholesome, cute, and cuddly.
They have four lines: Objects, Food & Drink, Plants & Woodland, and Sports. Every item seemingly taps into a hobby or interest. The active, outdoorsy person could get a plushie campfire or mountain, while a homebody may relate more to a plush potato.
Image via MoMA Design Store
Unsurprisingly, their largest collection is in food and drink plushies. From a line of baked goods that could fill an entire boulangerie, to an assortment of fruits, vegetables, avocados, boiled eggs, sushi, oatmeal, and more, you're sure to find your favourite meal or snack.
Let's be real, nobody's buying a plushie coffee cup-to-go for a child.
Image via Heavenly Outhouse
3. The immersive in-store experience that is mesmerising to watch
If you haven't already seen what it's like in an official Jellycat store, watch the video below because you're in for a treat.
Beyond their product designs, Jellycat has mastered experiential marketing by transforming their retail stores into interactive wonderlands.
In Shanghai, London, and Paris, Jellycat has opened stores designed as cafés, pastry shops, and fish-and-chip restaurants. But instead of food, customers order Jellycat plushies from a menu, and staff theatrically "prepare" them before wrapping them up like a takeaway meal.
Pop-ups in Malaysia have also gone viral, as staff make a show of packing your purchase.
These whimsical, immersive experiences have gone viral, drawing long queues of fans eager to record their visit and share it on social media. The blend of retail and entertainment has solidified Jellycat as not just a product, but an entire experience.
4. The Jellycat aesthetic perfectly aligns with social media trends, while also creating communities
Jellycat's meteoric rise in popularity can largely be attributed to social media. From the in-store experience, to everyday plushie collectors and casual buyers showcasing their cuddly companions.
On Instagram and TikTok, users post photos and videos of their Jellycats in various scenarios — tucked into bed, "eating" meals, going on holiday, or even having entire personalities and backstories.
Some people create entire social media accounts dedicated to their Jellycat collections, giving each plushie a name, personality, and role in their fictional universe.
Image via @jelly.cat.beans (Instagram)
Meanwhile, on Facebook and Reddit, tens of thousands of collectors gather in dedicated communities to share photos, stories, and advice about their Jellycats.
More than just a cute trend, Jellycat has become part of a bigger movement among adults of embracing childhood nostalgia, healing their inner child, and enjoying playful, comforting objects, just because they can.
5. Jellycat's official social media accounts are equal parts adorable and relatable
From videos to comic-style galleries, Jellycat goes beyond simply posting product photos and prices — it tells a story. In doing so, it invites fans into a whimsical world of make-believe, inspiring them to create their own stories with their Jellycats.
By adding personality to their line of products, all of sudden, you feel more connected to these plushies and want to be part of their world.
At its core, the Jellycat obsession comes down to a few key factors
This includes:
- Comfort and nostalgia: Jellycats offer childlike happiness and emotional support
- Aesthetic and collectibility: Their quirky designs make them highly Instagrammable and with so much variety, collectors can continue to grow their collections
- Social media influence: Viral videos and posts from fans have made them a cultural phenomenon
- Luxury positioning: With their higher price point, Jellycat has cultivated an exclusive, high-quality image
- Unique marketing: The brand continually reinvents itself, tapping into seasonal trends and creating one-of-a-kind shopping experiences
So, are you a fan?
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