Why Millennials are going wild for Jellycat toys: Adults can’t get enough of cute children’s plushies shaped like avocados and coffee cups (and they’ll sent you back up to £1,000)
- The luxury British toy brand has witnessed a boom in interest in he past year
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Millennials complain they’re sick of being told to cut back on avocado toast and takeaway coffee so they can afford to buy a house, but it seems that some are taking the lifestyle step further by spending money on furry versions of their favourite lifestyle products.
London-based toy brand Jellycat has crafted luxurious toys since 1999, but thanks to innovative designs, it’s witnessed a boom in sales in recent times – and it’s not just parents snapping up the products for their children.
In the last year alone, the popularity of Jellycat grew by a whopping 50 per cent, according to Glimpse.
From a smiling avocado, to a plush broccoli, or a grinning coffee cup – name a food, and Jellycat has made an adorable version of it, to encourage children to eat their greens and catch the eye of adults who buy these foods for themselves.
With a price range ranging from £20 to more than £100, the luxury element of the toys is represented in the cost.
The steep price tag means the appeal has extended to millennials and Generation Z, who are united in their love of the trend and have even made them the hottest accessory by attaching the trinkets to their bags.
Fans of the Jellycat amusable teddies have taken to social media to showcase their extensive collections
And it’s not just stuffed food that the brand creates. In 2015, Kensington Palace released a picture of Princess Charlotte, eight, gleefully admiring her own Jellycat Fuddlewuddle dog. Some eight years later, and the brand is the new must-have toy.
A medium sized grinning football will set customers back a £45, while an avocado bag costs £25.
However, the luxurious fabrics and one-of-a-kind design justifies the price for many loyal customers.
The price tag, and stuffed millennial fan-favourites, such as the avocado, has meant the brand has gained momentum in age groups normally considered too old for toys.
And the spotlight is on the bag charms.
Typically priced at £25, the soft charms are selling out online with customers attaching them to their designer handbags.
The trend extends to celebrities too, and Jisoo of the South Korean girl group Blackpink, is famous for working the bashful bunny charm onto her luxury bags.
Back in 2015, Kensington Palace released an image of Princess Charlotte smiling at her Jellycat toy dog at Anmer Hall in Sandringham
Generation Z have become big fans of the stuffed toys – and one couldn’t contain her excitement when post arrived from Jellycat
Another took to the Jellycat website for her Christmas decoration shopping, and purchased a £70 stuffed wreath
My jellycat collection 🫶🏽😁#fyp #jellycatcollection #jellycat
‘Creating original and innovative soft toys in London since 1999, Jellycat continues to combine luxurious fabrics with designs that are sometimes quirky, sometimes cute but always with a little something different that makes them stand out from the crowd,’ the website reads.
It goes on to explain that the name Jellycat was dreamt up by a child who ‘loved jellies and cats and giggled at the thought of the two together.’
‘The silliness of the name was a great reflection of the design and so it stuck’, it reads.
The brand, which launches two collections each year, established itself in the UK before arriving in department stores and boutiques throughout the UK, USA, Canada, Europe, Asia, and Australia.
The Instagram friendly element of the toys mean it’s no surprise that the brand has garnered a presence on social media, with people going online to share their love of the toys.
The charming toys have also become popular among celebrities – and Blackpink’s Jisoo can often be seen donning one to her bag
The charms have become a popular accessory on handbags, and one Jellycat fan, who has 87 ‘jellies’, added one to her Mulberry handbag
jelly cat haul!🐛 #brighton #jellycat
Oops… 🎄🎅 #jellycat #jellycatcollection #mumtok #relatablemumcontentuk #mumcontent #toddlersoftiktok #mumsoftiktok
One woman took to TikTok to share her extensive range of Jellycats.
In a toy reveal that she considered small compared to other fans, she showcased a collection spanning over ten cuddly toys.
A second recorded her delivery from the London-based brand, and the haul didn’t just include one toy.
The young woman was visibly excited as she unwrapped the animal toys.
Elsewhere, one millennial settled her Christmas decoration shopping on the Jellycat website and purchased a £70 cuddly wreath, which is currently sold out.
The British-retailer has managed to appeal to avocado-loving millennials with their stuffed and wearable £25 version
For those who prefer carbs to vegetables, the store also sells stuffed pastries, including a £24 croissant
Priced at £45, the luxury stuffed black and white football comes with legs attached to it, and a trademark grin on its face
Social media users have taken to X, formerly called Twitter, to share their love of the luxury toys
Others have taken to X, formerly called Twitter, to express their love of the toys.
One said: ‘Girlhood is looking at the Jellycat website together.’
A second added: ‘For therapy I will scroll through the entire Jellycat website and screenshot the ones I like.’
A third wrote: ‘cannot stop thinking about starting a Jellycat collection.’
A fourth said: ‘Me needing the Jellycat burger is about the only thing I am sure of in life atm.’
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