Jellycat

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

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.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]

Reception

Jellycat toys appeal to both children and adult collectors.[13][14][15][16] Jellycat won Earnshaw Magazine's Earnie Award in 2015 and 2018, within the Toys category.[17][18] The company received the Outstanding Achievement Award at The Greats Awards in 2020.[19]

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.[20] Jellycat products have a strong social media presence, with the number of reported views on TikTok reaching several billion.[13][16]

The increasing popularity of the toys–helped by considerable online momentum (Jellycat’s TikTok account has 2.5M followers and 35.2M likes) 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] A Guinness World Records title was given to teenager Hope Roberts from Bedford, England in early 2026 for her Jellycat collection of 877 items.[21]