Kasia Davies
Research expert covering global shopping behavior market
Jellycat - statistics & facts
Jellycat is a UK-based soft toy company whose popularity has skyrocketed in the last few years, largely thanks to social media. Since 2020, the company has seen revenue growth of around 230 percent, with figures totaling almost 200 million British pounds in 2023.
Although trends on social media are notorious for being short-lived, the revenue increase of the company has seen a steady increase for several years which is a positive sign for the brand. Similarly, there are two launches every year with a new line of Jellies which keeps consumers engaged, in particular those who want to keep building their collection.
What is a Jellycat?
The company produces lots of different Jellies (the nickname given to the toys) in various shapes. They produce traditional cuddly toys but also more unique items such as a teapot, volleyball, and moon cactus just to name a few. Especially popular is the ‘Amuseables’ line which consists of plushies in the shape of food and drinks and other random objects all with smiley faces on. Popular plushies include the Amuseables Pain Au Chocolat, Bashful Beige Bunny, and Amuseables Peach, which are often sold out on the website. Although the typical demographic for soft toys is young children, visits to the company’s website show that most users are aged 18 to 34. This is due to the hype created around the brand on social media, especially on TikTok where many people show off their newest purchases with some consumers boasting collections with hundreds of jellies.How are they maintaining their viral buzz?
One marketing move that has really created buzz around the brand is the Jellycat experience. Each experience is slightly different, so far it has only taken place in four cities, London, Paris, New York, and Shanghai. In 2024, the company opened up a ‘fish and chip shop’ in the department store Selfridges in London. In this particular location, consumers could buy exclusive fish and chip themed Jellies which would then be ‘cooked’ by the server and packaged the same way that fish and chips would be. This experience was especially popular on social media with many people posting videos of their purchase. These viral in-store moments have also translated to online success with the website seeing record visits in December 2024.Although trends on social media are notorious for being short-lived, the revenue increase of the company has seen a steady increase for several years which is a positive sign for the brand. Similarly, there are two launches every year with a new line of Jellies which keeps consumers engaged, in particular those who want to keep building their collection.
