jelly cat
jelly cat
jelly cat
jelly cat
jelly cat
jelly cat
Jelly cat has become one of the world’s most loved soft toy brands, with its irresistibly cuddly creations winning hearts across generations. I wanted to have a bit of a dive into the brand and how the mania took a hold!
How Jelly cat Started
Jelly cat was founded in London in 1999 by Thomas Goatacre, who brought a fresh perspective to the traditional teddy bear market. The company began with a small collection of distinctively soft and quirky plush toys that stood out from conventional offerings. jelly cat
The name ‘Jelly cat’ itself has a cute origin—it came about when Thomas’s son randomly combined the words ‘jelly’ and ‘cat’ together. This whimsical name perfectly captured the playful and unconventional nature of the brand that was being created. jelly cat
From the beginning, Jelly cat distinguished itself with exceptionally soft materials, unique designs, and a touch of British humor. The early collections featured animals with slightly offbeat proportions and endearing expressions, establishing the charming aesthetic that would become the brand’s signature. jelly cat
When Did the ‘Boom’ of Jelly cat Take Off
While Jelly cat enjoyed steady growth in its early years, the real boom began in the late 2000s and early 2010s. Several factors contributed to this explosion in popularity: The introduction of the ‘Bashful’ bunny collection was a turning point for the brand. These bunnies, with their floppy ears and shy demean our, became instant classics and remain bestsellers to this day. jelly cat
Social media played a crucial role in Jelly cat’s rise to prominence. Instagram, in particular, became filled with adorable photos of Jelly cat collections, helping the brand develop a cult following among adults as well as children.
The expansion into international markets, particularly the United States, significantly boosted the brand’s profile. Luxury department stores like Selfridges and Harrods along with the boutiques alike began featuring dedicated Jelly cat displays. jelly cat
Jelly cat’s limited-edition strategy also fueled our collector enthusiasm. By regularly retiring designs and introducing new ones, the brand created a sense of urgency and exclusivity that made their toys highly collectible.
By the mid-2010s, Jelly cat had transformed from a niche British brand to a global phenomenon, with toys being shipped to over 50 countries worldwide.
What Is in Store for the Future of the Brand
Jelly cat continues to innovate whilst staying true to its founding principles of quality, creativity, and charm. Looking ahead, several exciting directions are emerging for the brand: Sustainability is becoming increasingly important, with Jellycat exploring more eco-friendly materials and manufacturing processes. We can expect to see more emphasis on sustainable packaging and potentially organic fabric options in future collections. The brand is expanding beyond just plush toys into related merchandise. Books featuring Jellycat characters, baby comforters, and even homeware items are becoming part of the Jellycat universe!
Collaborations with other beloved brands and designers appear to be on the horizon, potentially bringing fresh perspectives to the Jellycat aesthetic whilst introducing the brand to new audiences, so exciting!
Digital presence is growing, with enhanced online shopping experiences and perhaps even digital content featuring Jelly cat characters in development – there are so many cool TikTok’s from the brand and you guys out there. I love them.
Despite this expansion, Jelly cat remains committed to its handcrafted design approach. Each new character still begins as a hand-drawn sketch before being lovingly translated into the soft, huggable friends we adore. With its perfect blend of quality, whimsy, and that special British charm, Jelly cat shows every sign of continuing its remarkable journey as a beloved global brand whilst maintaining the special touch that made it so special from the beginning. jelly cat
A Birthday Celebration Turned Phenomenon
Cheryl Cherry Cake made her debut in November 2024, but this wasn’t just any ordinary product launch. She was created specifically to celebrate Harrods’ 175th Birthday – what better way to mark such a milestone than with the sweetest slice of lux imaginable? At £44.95, this stunning pink plushie perfectly captures the essence of both brands: Harrods reputation for luxury and Jelly cat’s genius for making everyday objects irresistible.
The timing couldn’t have been better. Cheryl’s design was inspired by the viral vintage cake trend that had been bombarding social media feeds in ‘24 (remember that!?). These elaborate, nostalgic layer cakes had been popping up all over TikTok, and Jelly cat tapped into this cultural revival by creating their own ‘never-out-of-date’ interpretation.
The Design That Stole Our Hearts
Every detail of Cheryl is gorgeous. Soft pink sponge layers in varying hues create a realistic cake effect, while the piped white frosting and velvety cherry toppings make you want to squeeze her immediately. She even has those signature Jelly cat cordy boots and a radiant stitched smile that delivers joy and celebration. The additional ‘Harrods Exclusive’ tag gives it that extra layer of opulence that I just cannot ignore.
Like the Fish & Chips experience at Selfridges, Cheryl comes with special packaging – nestled in a gorgeous Jelly cat blue cake box that makes the whole experience feel truly exclusive and special.
A Partnership Built on Heritage
The relationship between Harrods and Jelly cat runs deeper than you might expect. Harrods was actually one of Jelly cat’s early adopter Stuckists when the brand launched from a small trade show stall in London back in 1999. Both brands share London roots and a commitment to quality that has made them natural partners over the years.
This collaboration represents the perfect marriage of Harrods position as an iconic destination and Jelly cat’s ability to create characters that spark pure delight. The fact that they chose to mark Harrods 175th anniversary with this collaboration speaks volumes about how significant their partnership has become.
The Social Media Sensation
Cheryl’s impact was immediate and explosive. She sold out on her first day, with videos of lucky shoppers finding her at Harrods going viral on TikTok almost instantly.
The viral success was so intense that resellers immediately began offering Cheryl online for over four times her retail price – with some listings on Vinted asking for £200! But let’s not get into that…
Expanding the Sweet Collection
Following Cheryl’s phenomenal success, Harrods expanded the collaboration in January 2025 with Vicky Teapot and Seb Teacup, creating a delightful afternoon tea-themed collection. These additions prove that this partnership is about creating a comprehensive experience, not just individual pieces.
The adorable name actually ended up sticking as the founders agreed it reflected the playful nature of the soft toy brand.
Jelly cat went on to officially launch at a small stall at a trade show in London and it wasn’t long before it began attracting a loyal customer base.
Some of its early adopter Stuckists in the UK were both John Lewis and Selfridges. Two and a half decades on the brand is now stocked at some of the most well known stores across 77 countries.
In recent years themed experiences centered around Jelly cat’s offerings have also started opening around the world.
The first opened in New York in 2023 and was themed as a classic American diner serving a menu of Jelly cat Amuse Ables plushies including cuddly toy versions of hot dogs, burgers and tacos.
One in Paris followed in July 2024 as pastry and desert inspired Jelly cats were available for fans to buy in a Patisserie themed experience in the French capital.
Honoring the city in which the brand was first founded London also got its own experience last July as a chippy themed pop-up opened at Selfridges.
Shanghai is the latest city to host a Jelly cat experience as a themed cafe opened in September last year.
In November, Jelly cat unveiled an exclusive London collaboration with the city’s luxury department store Harrods.
At the time, the Cheryl Cherry Cake plushie was launched and was only available to shop in store.
The Harrods range expanded this month making an afternoon tea style range as Vicky Teapot and Seb Teacup hit the shelves in store.
With 2024 having marked the brands’ 25 year anniversary, it’s clear the brand is not going away anytime soon.
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We sure can’t get enough of the brand’s sweet designs and hope there will be plenty more London themed things to come – a London underground collab would be so iconic!
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