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We might be suffering through the distinctly less jolly side of winter in the UK but the wave of plushie popularity doesn’t look set to break anytime soon for Jellycat toys.
With a reported revenue of nearly £200 million and pre-tax profits of around £67 million at the end of 2023, the UK brand is more than holding its own in a highly competitive and saturated soft toy market.
But what are Jellycat toys, or Jellies, and why are they so popular now?
What are Jellycat toys?
A UK-based brand, Jellycat Ltd has designed and manufactured its ever-expanding range of quirky, soft, and luxurious plushies since the 1990s.
Coming in a wide range of launches and characters, you can expect to find everything from food and drink to dinosaurs and animals to decorations, like Christmas crackers.
Thanks in part to large PR events and recent social media crazes like unboxing videos, their astronomical popularity means that previously largely ignored characters, like the Amuseables Pine Cone, are now considered rare Jellycat toys and are reselling for as much as double or triple their RRP online.
Something which no doubt drives demand further.
Is there a dark side to Jellycat sales?
Unfortunately, yes.
Record numbers of Jellycat toys stolen in the UK over the Christmas period have been recorded by smaller, independent retailers like garden centres.
Dubbed the Jellycat crime wave by The Guardian, this criminal enterprise has been slowly growing since 2020, during the COVID-19 pandemic.
Once stolen, the Jellies are then resold on online platforms to soft toy zealots desperate to get their hands on their newest plushie pal.
But why are Jellycats so popular?
Jellycat secrets to success
Apart from being absurdly adorable, many aspects of the Jellycat brand bring devotees back time and time again, including:
- Age-range inclusivity
It might surprise you to know that many soft toys and plushies aren’t recommended for babies and toddlers due to the choking risk of small, detachable parts.
Most Jellycat toys, however, are designed to be suitable from birth, making them perfectly safe for even the smallest additions to the family.
To be sure before you order, check the product specification for each character and double-check before removing the hang tag as this will include further safety information.
For extra safety and peace of mind, each Jellycat also bears the CE and UKCA safety mark.
- More luxurious materials
Unlike the soft toys of the past that might have been stiff and a little unforgiving, Jellycat toys combine silky soft textiles with durability while keeping that huggably soft squeezability we know and love.
Plus, by mixing and matching materials of different textures, such as the cord on the moon boots of the Amuseables, the soft fuzz, or the delicately sparkling fabrics found on many of the main designs, you are sure to enjoy the textural options each character brings.
- Kooky characters
Perhaps the biggest selling point of all – the quirky character range.
Before Jellycat Jellies hit the market, you might have struggled to find a kawaii-style Amuseable Coffee-to-go Cup or an Amuseables Avocado, complete with fuzzy green skin and an inner brown stone.
Not anymore! No matter what you are passionate about – no matter how niche – there’s likely a Jellycat for you.
Purchase Jellies without the worry
If you are worried about accidentally buying a stolen or counterfeit Jellycat plush, why not speak to the official supplier Jeremy’s Home Store?
Offering Jellycat toys UK-wide from our store in Royal Tunbridge Wells, you can shop online or in-person without concern.
Plus, with a variety of ways to contact us, even if you can’t see us in-store, we can offer a stellar shopping experience from like-minded individuals! You can:
- Call 01892 525976
- Email online@jeremyshomestore.co.uk
- Fill in our contact form
And we’ll get back to you as soon as we can.
