Jellycats, plush toys shaped like fruits, vegetables, and other objects, have become incredibly popular among Gen Z who are willing to spend hundreds of dollars on these adorable stuffed dolls. Jellycat collectors like Andrew Elliott, who owns 43 of these toys, compare them to a modern-day Beanie Baby craze. The company, founded in 1999, has experienced significant growth as the toys have gained internet fame, with its global income jumping eight times from 2013 to 2022, totaling $57 million.
The rise in popularity of Jellycats coincides with a growing trend of “kidults” who indulge in collecting toys and dolls, showcasing their collections on social media platforms like TikTok. The tag “#jellycat” has been used in over 214,000 posts, with content creators sharing their vast collections and engaging in exchanges with friends. The viral frenzy for these stuffed animals has created a strong community of collectors who proudly display their plushies in various settings, from fruit bowls to office supplies.
The craze for Jellycats has led to unique storefronts like a fish-and-chips counter at Selfridges in London and a Parisian patisserie selling plush French pastries. At FAO Schwartz in New York, visitors can purchase Jellycats in the shape of pancakes, waffles, and bagels, served up in a frying pan. The appeal of these toys lies in the nostalgia and childlike joy they bring, allowing people to reconnect with a more carefree and playful side of themselves.
Jellycats have become a collector’s item, with variations of the stuffed dolls selling out online quickly. Some designs have been retired by the company, making them even more sought after by fans. Fans often keep an eye out for new drops to add to their collections, with some even buying duplicates as backups. The scarcity of these toys has resulted in price hikes, with rare Jellycats selling for hundreds or even thousands of dollars on auction sites like eBay.
Some fans have expressed frustration at the inflated prices for Jellycats, but others are willing to pay top dollar for their prized possessions. TikTok creators like Meggy have shared their most expensive purchases, like an ice cream cone Jellycat that cost over $600. Despite the high price tags and scarcity of some designs, the appeal of Jellycats remains strong among collectors who value their unique and adorable designs. The trend of collecting these stuffed toys has created a passionate community of fans, further fueling the demand for these whimsical creations.
