Jellycat’s story began in London, and over twenty-five years, it has grown from a small, imaginative idea into a beloved global brand. What started as a simple creative concept has expanded into an international presence, bringing warmth, gentle humour, and originality into everyday life. Today, Jellycat characters are found in family homes and carefully curated stores around the world, offering a sense of comfort and familiarity that feels personal and enduring.
From the outset, play has been central to Jellycat’s identity. Rather than adhering to rigid design rules, the brand encourages curiosity, exploration, and creative freedom. Designers are trusted to follow their instincts, letting ideas develop organically and take unexpected paths. Each character emerges through imagination and experimentation rather than being rushed, ensuring that every creation is unique, with its own personality and story.
The sensory experience of touch is fundamental to Jellycat products. Fabrics are chosen for their softness, quality, and durability, and each material is considered not only for appearance but also for how it feels in the hand and against the skin. Weight, flexibility, and texture are carefully balanced so that every character is comforting and reassuring. This attention to detail transforms Jellycat creations from simple toys into companions that provide calm, security, and emotional connection.
Joy guides every aspect of design. Whether expressed through a playful expression, an unusual shape, or the simple pleasure of holding something soft, each Jellycat inspires delight. Its meaning is personal: for some, it offers reassurance during quiet moments; for others, it reflects personality through stitched smiles, gentle eyes, or quirky proportions. This openness allows every individual to form a unique bond with their Jellycat.
Imagination is deeply woven into the brand’s character. Jellycat has built a whimsical narrative universe where generations of characters are connected, united by play and happiness. Each era is symbolised by a character wearing a distinctive hat, representing both joy and the responsibility to share it. This storytelling adds depth and meaning to the brand, turning everyday objects into companions with character and history.
The opening of Jellycat Studios in London in 1999 marked a significant milestone, ushering in a new era of creativity. Since then, the brand has expanded into books, accessories, and other playful expressions, extending its imaginative spirit while remaining true to its origins.
Jack Jellycat embodies this twenty-five-year journey. As a travelling character who shares the brand’s story, Jack reflects the humour, warmth, and creativity that define Jellycat, illustrating the belief that joy grows when shared and that storytelling bridges generations and cultures.
After twenty-five years, Jellycat continues to innovate while staying true to its founding values. Playfulness, imagination, quality, and emotional connection remain at the heart of everything it creates. From its London beginnings to its worldwide community, Jellycat’s journey is defined by limitless creativity and a singular purpose: to bring more joy, comfort, and imagination into the lives of children and adults alike.