We’ve explored PopMart’s story before; today, let’s delve into Jellycat—a British plush toy company that reached an impressive valuation of £58 million in 2024. Known for its whimsical designs and playful branding, Jellycat has evolved into a cultural icon beloved by children and adults alike. The craze began with its experiential Fish & Chips Café in London, where plushies resembling fish and chips became an instant social media sensation. The café drew long queues of fans eager to capture photos, turning the concept into a viral hit.
Though Jellycat has been a beloved brand in the UK for decades, its recent innovations have propelled it into the global spotlight, making it a must-have for collectors of all ages.
JellyCat established in London in 1999 by brothers Thomas and William Gatacre, Jellycat has a whimsical origin story. The name 'Jellycat' was inspired by one of their sons who loved both jellies and cats and found the idea of combining the two amusing. This imaginative and playful name reflects the brand’s core philosophy: to create plush toys that bring joy, comfort, and a sense of wonder.
One of Jellycat's most beloved characters is the iconic Bashful Bunny. Available at Selfridges and select local bookstores, this cuddly companion can even be personalized with an embroidered name when purchased from an official store. Designed to comfort toddlers and children, these plushies feature the softest fabrics and a simple yet endearing design. A 12cm-tall Bashful Bunny typically costs around £20.
I recall a moment in Selfridges when I overheard a little girl asking her mother for a Bashful Bunny. The mother replied, “Maybe not today, dear. It’s £20—insane, Jellycat!” Fast forward a few years, and it seems nearly every child—and even many adults—owns at least one Jellycat plush. Interestingly, I haven’t heard any complaints about the price since then.
Nowadays, a quick search for "Jellycat" reveals countless people intrigued by its success story. To shed light on this, we've categorized key insights based on thorough research and reliable news sources.
Anthropomorphism and Character Creation: One of Jellycat's core strategies is giving their plush toys personality through anthropomorphism. Their products—like pretzels, coffee, croissants and more plush toys with eyes and a mouth—blend everyday objects with a playful touch. The brand extends this approach by creating Instagram shorts that bring each plush character to life, building strong emotional connections with customers. Jellycat has effectively utilized social media platforms to engage with a wider audience, fostering a strong community of collectors and enthusiasts.
Tapping into the Solo Economy: As more adults live alone, Jellycat has embraced the solo economy, marketing their plush toys as companions that offer comfort and connection. No longer just for children, these toys appeal to adults seeking emotional comfort at home.
Repositioning Toward Adults: Originally focused on children, Jellycat has shifted its brand positioning to appeal to adults as well. The plush toys are now seen as decorative and collectible items, with their designs resonating with both younger and older generations. This broadens their market appeal, making Jellycat a lifestyle brand that transcends age.
Experiential Marketing: Jellycat's innovative experiential marketing strategy includes the launch of the Jellycat Cafeteria and Fish & Chips — an immersive shopping experience where the entire sales process mimics the preparation and delivery of a meal. Customers "order" their plush toys like they would order food and the experience is completed with whimsical interactions. This concept went viral on social media, creating a FOMO (fear of missing out) effect that even captivated celebrities, further boosting the brand’s popularity.
High-Quality Materials: The use of luxurious and soft fabrics enhances the tactile experience, making their plush toys irresistible to touch and cuddle.
Limited Editions and Collectibility: By introducing limited edition items and periodically retiring certain designs, Jellycat has created a sense of urgency and exclusivity, driving demand and engagement among consumers.
Both Jellycat and PopMart target the lucrative "kidult" market, employing similar strategies such as community building, maintaining a highly engaging social media presence, and offering limited editions. They also strategically retire popular characters to create a sense of urgency around new releases. However, their approaches and execution differ significantly, reflecting their unique brand identities and market positions.
Differences in Brand Strategies
|
Aspect |
Jellycat |
PopMart |
|---|---|---|
|
Product Focus |
Plush toys emphasizing softness and comfort. |
Vinyl art toys with a focus on visual aesthetics. |
|
Design Philosophy |
Whimsical, playful, and universally appealing. |
Edgy, trendy, and artistically driven. |
|
Consumer Experience |
Focuses on tactile comfort and emotional resonance. |
Adds gamification through blind-box surprises. |
|
Collaborations |
Rarely collaborates with external designers. |
Frequently partners with artists to create unique lines. |
|
Retail Presence |
Primarily in boutique stores, gift shops, and online. |
Operates flagship stores and vending machines worldwide. |
|
Pricing Strategy |
Premium pricing for luxurious materials. |
Variable pricing, with some figures commanding high resale value. |
|
Customer Engagement |
Relies on organic growth and word-of-mouth buzz. |
Actively cultivates hype through exclusive drops and events. |
|
Core Appeal |
Emotional comfort and nostalgia. |
The thrill of collecting and the prestige of ownership. |
In today’s competitive retail environment, brands must stand out with unique offerings and strong emotional connections to their target audience. Jellycat’s focus on emotional value and tactile appeal demonstrates that aligning with customer needs is paramount. By combining quality with creativity, brands can build long-lasting relationships with their consumers.
Bashful Bunny
A classic favorite, the Bashful Bunny is known for its super-soft fur and long, floppy ears, making it a perfect cuddle companion.
Bartholomew Bear
An ultra cuddly, soft tan brown bear. Complete with a boopable nose and tummy. This plush bear is now available with in a range of outfits.
Amuseable Avocado
Part of the Amuseables collection, this smiling avocado plush brings a quirky and fun twist to the world of soft toys.
Fuddlewuddle Puppy
With its tousled fur and endearing expression, the Fuddlewuddle Puppy is a hit among dog lovers.
(Princess Charlotte of Wales with Fuddlewuddle Puppy)
Smudge Elephant
With warm grey-brown fur, bright black eyes and great big fancy ears, Smudge Elephant is an adorable dreamer. Limited availability of Tiny Size.
Contact dipp to discover how to achieve perfect brand consistency, just like Jellycat, across all your online channels.