Jellycat, the superstar of softies
Published on 9 June 2022
Jellycat has successfully won the hearts of the entire soft toy market with its delightfully soft and decidedly quirky cuddlies, whose oh-so British humour has been wholeheartedly embraced by a veritable community of loyal supporters, and we’re not just talking kids!
On social media, Jellycat’s soft toys live the lives of rock stars, with admirers avidly following their every move. Kenny Koala goes shopping at Ikea, Mushy Mushroom enjoys chilling in fresh green grass, whilst Larry Lobster loves treating his taste buds to a beetroot soup that colour-blends with his shell. Certain owners admit to being thoroughly obsessed with their soft toy collection, despite being well past the age for actually tucking them up in their beds. It has to be said that Jellycat has come up with the perfect combination: fabrics that are exceptionally soft, ultra-lovable characters, a prolific range, and a smattering of eccentricity that only the British can pull off with such class. The Jellycat brand was founded in 1999 by Thomas Jatacre. Jatacre was initially a toy retailer by trade, but after a while had started to get bored. Passionate about art and design, he and his brother, William, consequently decided to set up in business together. Having hired a small team in London, they started producing soft toys that were designed to be different from those already on the market. The core principle was simple: focus on ultra-soft fabrics, impeccable quality and a wealth of adorable details. And when it came to the designs, the two brothers basically let their imaginations run wild. The end result? An elephant dressed as a Las Vegas showgirl, which was set to be the first in a long line of characters with big personalities. The collection now boasts 800 different references, which currently include Tony Tarantula, a pencil sharpener, an ice-cream cone, an espresso cup, a piece of sushi and even a slice of brie, all of which are cuddlies, of course. Today, the firm employs around one hundred people and retails its products across the globe. Holly Ashby, Jellycat’s Brand and eCommerce Director, chats about this impressive success story.
Which are your best sellers?
Holly Ashby: Odell Octopus, a gorgeous cephalopod with lots of long tentacles that wrap around you in a great big hug. She’s our best seller in France. Otherwise, our absolute classic is Bashful Bunny, a ridiculously cute rabbit that we first brought out in 2006 and who comes in a variety of sizes and colours. The market is hugely influenced by fashion, notably in terms of colour. We create lots of really cute cuddlies, but lots of quirky ones, too, such as the totally eccentric Odette Ostrich, or Cyril Sloth. Our Amuseables range is extremely popular. It features lots of fairly small cuddlies that represent everyday items or foodstuffs. People absolutely adore the sandwich, but our mille-feuille, broccoli and pain au raisin are huge favourites, too.
How has your business grown?
HA: In the early days, we sold our products to independent English retailers. Our offices were initially in a four-floor London townhouse, but we were eventually forced to move as our team grew to around one hundred people. We’re still in London, though. After a while, we managed to get our products onto the shelves of some major English department stores, and then in 2008 we exhibited at Maison&Objet for the very first time with a stand measuring just a few square metres. It was back then that we first met the agents we still work with to this day. Independent retailers have always liked the fact that our products are so quirky, so we decided to focus on growing organically. It’s all about building a strong community. Each season, we present them with around one hundred new products. In 2010, the buyer from Zadig et Voltaire fell head over heels for our products, which secured us a spot on their shelves. It was really exciting, as it’s a very trendy brand! Our cuddly toys are now retailed all over Europe and across the world. We have an office in the USA and another smaller one in Asia.
How do you come up with your new designs?
HA: We have a dedicated design team that gets together each week for a brainstorming session. We always maintain a critical eye and continually push our own boundaries. Sometimes we take the gaudy colours a bit too far and our idea simply doesn’t work, but that’s probably the English in us! We’re constantly on the lookout for softer fabrics, because apart from the way the cuddlies look, the softer they are, the more our customers love them.
By Caroline Tossan
Illustration ©Sarah Bouillaud