What’s Going On With The Rapid Rise of Jellycats? We Found Out

Plus, some of the controversies taking the Jellie community by storm

Recently it feels like Jellycats are taking over the world, one cute, smiling croissant plush at a time. You’ve probably seen these cheerful collectibles (known by fans as “Jellies”) all over TikTok, with people showing off their extensive hauls of the simple yet seemingly irresistible stuffed creatures. This naturally leaves a lot of people wondering: why are Jellycats so popular? What’s so special about them? In this article, we dive deep into the world of Jellycats with the help of collectible experts, content creators, and marketing pros to get to the bottom of their captivating charm.

Section 1 of 4:

What’s so special about Jellycats?

  1. 1
    They’re undeniably cute. With their simple yet charming designs and adorable little faces, it’s hard to see a Jellycat and not want to give it a big hug. People can’t get enough of their plush, cheerful, polyester-stuffed bodies. And there’s actually some science behind why that may be the case. According to research conducted by Oxford University, our brains are hardwired to like cute things because, evolutionarily speaking, it’s important that we prioritize nurturing and caring for babies. [1] So human evolution could actually be one reason why Jellycats (and cute plush in general) are so irresistible.
  2. 2
    They’re really soft. According to the official Jellycat website, the company uses premium, high-quality fabric that is custom-made for their Jelly creations. This fabric is typically an incredibly soft polyester. [2] One Reddit user notes they’ve never had a plush with fur as soft as their Jellycat’s. “It’s like sensory heaven to me.” This luxury feel is part of why consumers choose Jellycats over other plush on the market.
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  3. 3
    They’re blowing up on TikTok. As of July 2025, the Jellycat hashtag on TikTok has over 170 million videos. [3] Users share videos of their Jellycat collections, shopping for Jellycats in store, aesthetic clips of their newest finds, and glimpses of the rarest and most coveted Jellycats out there, all of which generates tons of views and increases the company’s demand. “TikTok is a really great platform for building an audience,” says social media manager Beth Cormack [4] , and in recent years the platform is in large part responsible for the booming Jellycat craze.
  4. 4
    They’re fun to collect. Jellycats come in a seemingly endless number of designs, shapes, and sizes, some rarer than others, which is a recipe for collecting fever. Auction house owner Reyne Hirsch describes this phenomenon as the thrill of the hunt. “For many of us, the thrill of finding treasures is more exciting than actually owning them." [5] Patrick Klima, a Vintage Clothing Expert, agrees. “The thing that makes me want to [collect] every day is the discovery...it's just like this weird thrill, this weird chase." [6]
    • Making some Jellycats rarer and harder to find than others also contributes to the brand’s appeal. “It's kind of fun to have that white whale, as we call it. It's fun to have a white whale that you're still searching for,” says LEGO content creator Matt Koba. [7]
  5. 5
    They provide a sense of comfort. One Reddit user summed up this aspect of Jellycat’s popularity perfectly: “They're gentle toys that give comfort and I think that is what has made them popular in the objectively insane times we're living in.” For a lot of people, kids and adults alike, their Jellycats make their space feel cozy, soft, and safe, which can be a helpful reprieve from the stresses of modern life. Studies even show that stuffed animals like Jellycats can improve sleep habits in children and have therapeutic benefits for adults. [8]
  6. 6
    They tap into nostalgia. "Nostalgia…play[s] a big role in collecting,” says LEGO artist Jeff Friesen. [9] Many people associate plush animals with the simpler, happier days of childhood. Collecting Jellycats may help some people tap into those feelings and re-experience the joy of being a kid in a toy store or spending a responsibility-free afternoon tending to their plush. As one Reddit user put it: “They are in some ways a throwback to before childhood was all neon colors and plastic throwaway toys.”
  7. 7
    There’s a Jellycat for everyone. One retailer that sells Jellycats estimates there are nearly 800 different official Jellycats available for purchase (and this was in 2024, so that number has likely increased!). [10] Considering the Jellycat brand has been around since 1999, it’s possible there are thousands, if not tens of thousands, of unique Jellycat creations out there.
    • From animals to dragons to adorable inanimate objects, there’s almost guaranteed to be at least one Jellycat that resonates with the average plush lover, which has likely contributed to the brand’s success.
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Section 2 of 4:

But isn’t there some kind of Jellycat controversy?

  1. 1
    Jellycat has recently closed accounts with many small businesses, upsetting some fans. In July 2025, it was reported that Jellycat would be cutting ties with 100 small, independent businesses in the UK and no longer allowing them to sell its products. For many of these businesses, Jellycats were one of their top sellers. [11] This upset some fans and collectors who felt the company was abandoning the small businesses that helped make them popular in favor of larger businesses. Some fans said they’d no longer buy Jellycat products because of the move. [12]
    • According to image consultant and marketing specialist Patricia Chukerman, trust is everything when it comes to keeping customers. “People have to trust you before they're going to give you their money.” [13] For some Jellycat customers, these recent small business account closures make them distrust the brand as a whole.
  2. 2
    Resellers have driven up prices, frustrating some Jellycat enthusiasts. With the recent meteoric rise in the popularity of Jellycats, it was only a matter of time before resellers emerged on the market. Nowadays, Jellycat fans looking for Jellies no longer in circulation may find themselves paying 10 times the original cost, if not more, which leaves a bad taste in some fans’ mouths. [14]
    • One Reddit user connected the rise in resellers to Jellycat’s business model: “They make extremely limited quantities of plush and also retire them basically at random regardless of popularity. The company is doing this to drive their own sales, but unfortunately this results in resellers taking advantage of the situation as well.”
    • Whether or not this is actually the case is up for debate, but it’s clear that many Jellycat collectors find high resale prices to be frustrating.
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Section 3 of 4:

Interesting Jellycat Lore

  1. 1
    Slackajack Monkey is the longest-running Jellycat. With its long, floppy monkey arms and adorable tail, Slackajack Monkey has been stocked in stores for over 21 years, longer than any other Jellycat ever created. [15]
  2. 2
    Bashful Beige Bunny is the most popular Jellycat of all time. Somewhat unsurprisingly, the simple but charming design of Bashful Beige Bunny has won the hearts of fans and collectors around the world, and it has become the best-selling Jellie of all time. [16]
  3. 3
    The company was purportedly named by the founder’s son. Legend has it that Jellycat founder Thomas Gatacre’s son came up with the brand’s iconic name by taking two words he liked—jelly and cat—and combining them together. [17]
  4. 4
    Even the British royal family is in on the Jellycat craze. It’s reported that children in the British royal family are proud owners of their own Jellycats. On top of that, children of famous Hollywood celebrities have been seen carrying Jellycats with them on outings. [18]
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Section 4 of 4:

Curious which Jellycat you’d be?

  1. Take our Which Jellycat Am I quiz to find out! From Lazulia Dragon and Ricky Rain Frog to Bartholomew Bear and Otto Sausage Dog , there’s a seemingly endless array of Jellycats lining store shelves and collectors’ bedrooms. Try our quiz to find out which Jellycat truly captures your essence. And hey, if your result clicks with you, it could become the very first Jellie in your collection!

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      References

      1. ↑ https://www.ox.ac.uk/research/how-cute-things-hijack-our-brains-and-drive-behaviour
      2. ↑ https://us.jellycat.com/corporate-responsibility/
      3. ↑ https://www.tiktok.com/channel/jellycat?lang=en
      4. ↑ Beth Cormack. Social Media Manager. Expert Interview
      5. ↑ Reyne Hirsch. Auction House Owner. Expert Interview
      6. ↑ Patrick Klima. Vintage Clothing Expert. Expert Interview
      7. ↑ Matt Koba. LEGO Content Creator. Expert Interview
      8. ↑ https://icjs.us/the-positives-of-plushies-stuffed-animals-have-benefits-for-children-and-adults/
      9. ↑ Jeff Friesen. LEGO Artist. Expert Interview
      1. ↑ https://jeremyshomestore.co.uk/blog/reflecting-on-the-unrivalled-popularity-of-the-brand-the-experts-at-jeremys-home-store-attempt-to-answer-how-many-jellycats-are-there-and-why-they-are-quite-so-special/
      2. ↑ https://www.bbc.com/news/articles/cwyr854k912o
      3. ↑ https://www.bbc.com/news/articles/ceqrjx995l1o
      4. ↑ Patricia Chukerman. Image Consultant & Marketing Specialist. Expert Interview
      5. ↑ https://www.theguardian.com/lifeandstyle/2025/jan/08/shoplifters-scams-and-supersoft-toys-how-the-jellycat-craze-inspired-a-wave
      6. ↑ https://www.danielstores.co.uk/news/jellycat-101-everything-you-need-to-know/#whatwasthefirstjellycat
      7. ↑ https://www.elyswimbledon.co.uk/pages/do-you-own-the-most-popular-jellycat
      8. ↑ https://jellyjournal.com/news/article/History-of-Jellycat
      9. ↑ https://www.ifchic.com/en/style-and-trend/3450-jellycat-the-worlds-most-popular-plush-toy-loved-by-royals-and-celebrities-alike#A3

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