Jellycats are a plush toy that has risen in popularity in recent years thanks to their oh, so soft fabric and whimsical product lines, from holiday-themed stuffed animals to sports-related ones. You've most likely seen them at a big box toy store, or a boutique in your neighborhood.
But why are they trending? And why are adults and children alike so obsessed with them?
We spoke with small business owner Lindsey Engler and Maddie Michalik from The Toy Association on why Jellycats are popular, and why children and adults alike are quick to purchase the plush toy.
What are Jellycats and where to shop | Why are Jellycats trending? | Trending Jellycats to shop | Holiday Jellycats to shop | How we chose | Meet the experts
What are Jellycats and where can I buy one?
Jellycats are a brand of plush stuffed animals, made out of soft-to-the-touch fabric and a variety of characters, from a New York City-esque soft pretzel to a Persian cat.
While Jellycat doesn't have a stand-alone brick-and-mortar store, the products are offered at hundreds of stores across the world, including FAO Schwarz in New York City.
The diner experience allows users to have a chef "prepare" an item from their pre-selected menu of food stuffed animals, complete with other accessories such as an enamel pin, a sticker sheet and a to-go bag to carry it in.
"The brand also engages with its fans with unique retail experiences, like pop-up shops in London, New York and Paris," explains Michalik. "Each location has a Jellycat Diner themed to the most-loved food in each city: pizza and tacos in New York City, fish and chips in London and patisserie treats in Paris. Not only are these plush toys only available exclusively at these experiences, generating hype and fanfare for collectors but they also are packaged and wrapped right in front of you as if they were the real thing — adding an extra special personalized element."
Why are Jellycats trending?
"There has been an increased interest in the past few years, particularly as the brand keeps expanding with more lines like Amuseables and introducing unique characters that resonate with both kids and adults," says Michalik.
Search surrounding the brand has spiked recently, with specific stuffed animals, such as the croissant keychain, rising by 4,600%. A simple search of the term "jellycat diner" on TikTok presents you with videos that have garnered tens of millions of views, with users showing off enthusiastic employees "cooking" their food, to hauls of everything they couldn't resist after shopping.
Jellycats have reached an all-time high this month, with the most-searched plush being the messenger bunny.
Just because this toy was quick to hit mainstream popularity, that doesn't necessarily mean it'll die anytime soon.
"Toy trends can range from full-on fads that last a few months (think: fidget spinners) to ones that go on for a couple of years, depending on factors like pop culture relevance, marketing and consumer interest," says Michalik. "However, some toy categories, such as collectibles and plush, tend to have more staying power, especially when companies can successfully expand their product lines to deliver what their fans want. Jellycat, in particular, may not follow a typical short-lived trend cycle. Brands that invest in quality, innovative designs and relatable storytelling often find that their products resonate beyond just going viral."
Michalik gives major kudos to platforms like TikTok for this recent uptick in interest, noting that it's the perfect spot for fans to share hauls of what they've purchased, show off their growing collection and connect with those who share the same adoration for the brand.
"The rise of social media trends showcasing playful, cozy, or nostalgic aesthetics has also contributed to normalizing the kidult culture, making it more acceptable and even celebrated for people to indulge in the things they love, regardless of age," she adds.
Trending Jellycats to shop
"The Amuseables line in particular has everything from plush food to everyday objects and sports equipment with adorable, embroidered smiley faces," says Michalik on what differentiates their more traditional stuffed animals from their holiday lines. "Not many other companies offer out-of-the-box plush like salt and pepper shakers, baguettes, potted plants, sandcastles and campfires. Jellycat taps into a sense of fun and creativity that appeals to a wide range of consumers — so there’s something for everyone. The attention to detail in both design and material is what sets the brand apart and keeps people coming back for more."
Jellycat Amuseables Croissant
“If you know me, you know how much I love croissants,” says writer Jannely Espinal. “This little plushy toy is just a reminder of my favorite pastry. It’s a great décor element for those who love food objects and tchotchkes lying around your home. While this is not a functional piece, it brings a smile to my face. It’s art, fabric and non-edible food combined!”
This plush toy is one of Shop TODAY’s 2024 Gifts We Love for the imaginative kid or the kid at heart who wants to decorate their space with these adorable toys.
Jellycat Vivacious Vegetable Sweet Corn
I bought this Jellycat as a way to have a little piece of home here in New York, after moving a couple of summers ago. It's my most complimented plush, and friends always gush over it when they see it.
"Customers are always looking for specific Jellycats that connect to where they are from, a past pet they have or a favorite food!" says Engler. "We sell the pickle, pizza, pretzel, hot dog and Birdling Pigeon in our New York City section!"
Jellycat Smudge Rabbit
Jellycat recently released tinier versions of popular styles, including this bunny rabbit who's less than two inches in size. Its assumed position is sprawled out, making it perfect to drape over a computer monitor, bedroom pillow, or the arm of a couch.
Jellycat Smudge Hippo
Similarly, this adorable hippo sits upright at a height of two inches, making it the perfect companion for your youngest child.
Jellycat Amuseables Golf Ball
My boyfriend recently gifted me with this plush, since we both golfed in high school. It's size contributes to how adorable it is, with outstretched arms that look like it's ready to give you a hug.
Jellycat Amuseables Coffee Bean
"While these toys are meant for kids, I find enjoyment in Jellycat designs," says Espinal. "Especially when the toy represents your favorite drink: coffee! This decorative piece fits well on my kitchen counter, next to my coffee machine. It’s small, cute and a great reminder of special brewing moments."
Jellycat Smudge Bear Bag Charm
Easily clip this cuddly companion onto any backpack, purse, or car seat thanks to the keychain attachment.
Jellycat Timmy Turtle Bag Charm
"I know this is being sold as a bag charm, but this grumpy guy is my new desk friend!" says senior editor Jess Bender. "I saw him from across FAO Schwarz during a lunch break roam around the store, and I couldn’t get enough of his little arms being thrown up in defeat. (Relatable!)"
Jellycat Amuseables Moon Cactus
All the cuteness, without the need to take caution! This cactus won't bite due to the ultra-soft thorns made out of ribbons.
Jellycat Bashful Beige Bunny
"Hands down the most popular will always be the Bashful Bunny Original,” says Engler. “Colors vary but the bunny always remains the same.”
Michalik echoes this statement, saying that in the UK (where Jellycat is based), “it’s the norm to see every kid grow up with a Bashful Bunny.”
Holiday Jellycats to shop
Jellycat Amuseables Snowflake
Rarely see snow? This snowflake stuffed animal can make up for that. Available in both a miniature and medium-sized it features a more structured bottom side to help it sit up, without toppling over.
Jellycat Amuseables Star Cookie
This plush is the star of the show — thanks to the embroidered detailing that is meant to mimic a frosting outline.
Jellycat Amuseables Peanut Reindeer
They’ll go nuts over this peanut dressed up as everyone’s favorite reindeer- complete with ears and a recognizable red nose.
“Halloween is always a very popular Jellycat season, as is Christmas,” says Engler. “This year, the most popular seem to be Vivacious Vegetable Vampire Eggplant and Bartholomew Bear Bat. For Christmas the winners are the snowboarding penguin and the red nose peanut.”
Jellycat Amuseables Hot Chocolate
Writer Emma Stessman gifted this to me for my birthday after going through a peppermint hot chocolate phase last winter. This plush includes a whipped cream topping, adorned with sprinkles galore.
Jellycat Santa Ricky Rain Frog
“This was the very first Jellycat I got myself after Sierra got me on the bandwagon,” says Bender. “I gravitate towards cute Christmas decor with a bit of a twist, so Ricky’s grumpy exterior felt like my interior at the time when holiday coverage was getting the best of me.”
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How we chose
The Shop TODAY editors and writers search the internet to find the best products and sales out there. We use our own personal experiences with products and brands to make shopping easier for our readers. We also interview experts on the subject matter to get additional insight into the topics at hand.
Meet the experts
- Lindsey Engler is the owner of Picnic, a children's boutique located in Brooklyn, New York.
- Maddie Michalik is the assistant manager of content and digital communications at The Toy Association, a site dedicated to toy industry news and updates.
