The Hype Around Jellycats

By Abby Thompson

beyaz düsler / @stesshu on Pinterest

If your friends and family are similar to mine, all they have been talking about for the last three months is Jellycats. About a year ago, I would have been like many of you, wondering why everyone is so obsessed with a stuffed animal. Though after learning more about it, I think you might become obsessed with them too

Jellycat, a London-based stuffed animal brand founded in 1999, was established with the vision of creating high-quality, innovative plush toys that would stand out in the crowded toy market. The brand quickly gained popularity in England, becoming a beloved and enduring staple in the country. Jellycat's success can be attributed to the exceptional creativity and softness of its plush animals, which are crafted in a variety of shapes, from food and sports equipment to a wide range of animals and beyond. I personally have an octopus, croissant and bear Jellycat in my apartment, and they are some of my favorite things to give friends and family.

Evie / @eviiesinspo on Pinterest

The mass appeal of Jellycat in America didn’t really begin until the 2020s, though. In the past few years, there has been a noticeable trend in the United States of adults embracing behaviors and interests typically associated with childhood. I first noticed this shift during the COVID-19 pandemic, when many adults facing the pressures of daily life sought comfort, nostalgia and escapism through activities and interests that reminded them of their younger years. This has been seen in the bow trend, the rise of adult coloring books, nostalgia toward children’s TV shows and the resurgence of plush toys like Jellycat.

In the United States, Jellycat specifically blew up on Pinterest and TikTok, leading many high school- and college-aged people to purchase them and make arts and crafts based on Jellycat characters. In Oxford specifically, you can purchase Jellycats at Apple Tree Uptown. Some big crafts based on Jellycat include making the real-life version of the strawberry cake Jellycat and creating pottery pieces of different Jellycat characters.

At this point, Jellycat is more than just a plush toy—it’s a full-on phenomenon. Whether you’re collecting them, crafting them or simply admiring them from afar, it’s hard to resist their charm. So, the only question left is: Which Jellycat is calling your name?