History
Jellycat was co-founded by two brothers, Thomas and William Gatacre in London in 1999. [2] In 2001, the company expanded to Minneapolis, forming Jellycat Inc. [3] [4] While Jellycat mostly sells soft toys, it also sells books, nursery items, bags, blankets, keychains, and other accessories. [5] It offers a range of products, from classic stuffed animals like rabbits and bears, to more whimsical creations in its Amuseables line, featuring playful designs such as smiling flowers and cheerful foods.
As of 2024, the longest serving design within the contemporary collection is the Slackajack Monkey with 21 years in production. [6] In February 2024, Jellycat celebrated its 25th anniversary, where the Institute of Contemporary Art in Boston hosted an anniversary party. [7] The Jellycat company had greater financial success in 2025 when its profits doubled from the year prior, leading to more than $100 million in dividends paid to owners. [8]
Retail
In June 2025, Jellycat stopped supplying to approximately 100 independent shops in the United Kingdom, citing its "brand elevation strategy". The change affected longstanding stockists including shops which had sold Jellycat products for over twenty years, and were told that the decision was "final" and that they would be unable to appeal. Another group of store owners were permitted to continue stocking Jellycat products but no longer were allowed to display a sticker in their shop window saying they were an "Official Jellycat Stockist". [9]
Jellycat-owned retail locations are present in many cities, including the Jellycat Diner Experience at FAO Schwarz in Midtown Manhattan, New York. [10] A Chicago location opened in late 2025, [11] and also in 2025 Jellycat opened the Jellycat Ski Club, a temporary experience for two months in Los Angeles where exclusive merchandise was available for sale. [12]
Pop-Up Immersive Experiences
Jellycat began its unique immersive pop-up experiences starting in August 2025 with their Jellycat Diner Cafe in New York City at Rockefeller Plaza. The company rapidly expanded on their pop-up events, after receiving positive feedback and its one-of-a kind experience for a plush toy company. They currently have held over 8 events: Jellycat Fish & Chips Experience London, Jellycat Patisserie Experience Paris, Jellycat Diner Experience New York, Jellycat Cafe Experience Shanghai & Beijing, Jellycat AIrlines at Harrods London, Jellycat Space Experience Seoul, and Jellycat Rescue Dog Experience. [13]