Our Story

For more than two decades, Jellycat has grown from a small London-born idea into a beloved presence in homes and shops around the world. What began as a simple passion for creating unusually soft, charming companions has evolved into a global collection of characters that spark affection in people of all ages. Over the years, our creatures — each with its own quirks, expressions, and quiet sense of personality — have made their way into countless nurseries, gift boxes, bedrooms, and boutique shelves across numerous countries. Their journey has always been guided by a desire to bring comfort, laughter, and a touch of whimsy wherever they land.

The way we design is rooted in exploration. Our creative team spends hours experimenting with shapes, materials, and silhouettes, allowing the process to unfold naturally rather than forcing an idea into existence. Often, the identity of a new character appears in an unexpected instant: perhaps when an eye is stitched at just the right angle, or when a particular texture gives the impression of warmth and kindness. Those subtle transformations are what we look for — the moment when a toy stops being simply an object and becomes something with a presence that feels real and endearing. To ensure that each creation is worthy of long-term companionship, we source textiles that feel luxurious yet resilient, ones that maintain their softness after repeated hugs, adventures, and wash cycles. We want every Jellycat friend to feel dependable and comforting, not just adorable.

Although our design work is detailed and sometimes meticulous, our purpose remains wonderfully uncomplicated. We aim to brighten someone’s day. Whether it is a parent selecting a gift for a newborn, a collector seeking a new addition, or someone buying a plush companion for their own comfort, we hope each encounter with a Jellycat character feels uplifting and memorable. That little burst of joy — the kind that makes you smile without thinking — inspires everything we create.

People often ask what gives a Jellycat its unique charm. The answer is woven from many small things. It may be the way one plush naturally nestles into the crook of an arm, or how a creature’s expression seems to hold a hint of mischief or empathy. A slight tilt of the head might remind someone of a friend, while the softness can offer reassurance after a long day. Everyone experiences these toys differently, and those individual interpretations are part of the enchantment. The magic isn’t in a single feature but in the personal connection that forms when someone finds “their” character.

The imaginative tale behind our beginnings adds another layer to the brand’s identity. In our playful lore, a lively group of ancient creatures cherished creativity, laughter, and endless play. Every generation would choose one among them to wear a distinctive Jelly hat, symbolizing the joy they wished to share with the world. Many years and stories later, this tradition inspired a descendent to open the first Jellycat studio in London in 1999. This whimsical guardian, lovingly known as Jack Jellycat, has since become a recognizable figure in our storytelling. As we celebrate twenty-five years of crafting companions, Jack carries the spirit of our brand on his travels, sharing our history while meeting fans everywhere.

Despite the imaginative backdrop, the heart of our work remains practical and honest: create well-made items that last. We study how a fabric drapes, how a plush’s weight feels in the hands, and how each detail contributes to the overall experience. Our choices in color, pattern, and construction are intentional, aiming to offer something contemporary yet comforting. Safety and quality are always at the forefront, ensuring that every Jellycat item can be cherished confidently.

A quarter century after our first characters appeared, our mission remains unchanged. We hope that the moment you meet a new Jellycat — that quiet spark of recognition, delight, or affection — stays with you. If it brings a smile, then the purpose behind all our designing, stitching, and dreaming has been fulfilled. And who knows? Your next cherished friend may be waiting just around the corner.