Jellycat’s journey began in London over twenty-five years ago, evolving from a small, imaginative concept into a cherished global brand. What started as a simple creative idea has grown into an international presence, bringing warmth, gentle humour, and originality into daily life. Today, Jellycat characters are embraced in homes and curated stores worldwide, offering a sense of comfort and familiarity that feels personal and lasting.
From the very beginning, play has been central to the brand’s identity. Jellycat encourages curiosity, exploration, and creative freedom rather than strict design rules. Designers are trusted to follow their instincts, allowing ideas to grow naturally and take unexpected directions. Each character is born from imagination and experimentation, ensuring every creation is distinct, with its own personality, posture, and story.
The tactile experience is a cornerstone of Jellycat products. Fabrics are carefully selected for softness, durability, and quality, with attention given to how each material feels in the hand and against the skin. Weight, flexibility, and texture are thoughtfully balanced so that every toy offers comfort and reassurance. This meticulous focus on sensory details transforms Jellycat creations from mere toys into companions that foster calm, security, and emotional connection.
Joy shapes every design decision. Whether expressed through playful expressions, unusual forms, or the simple delight of holding something soft, each Jellycat inspires happiness. For some, it offers comfort in quiet moments; for others, it conveys personality through stitched smiles, gentle eyes, or whimsical proportions. This openness allows individuals to develop a personal bond with their Jellycat companion.
Imagination is deeply embedded in the brand’s character. Jellycat has created a whimsical narrative universe connecting generations of characters through play and happiness. Each era is represented by a character wearing a distinctive hat, symbolising both joy and the shared responsibility to spread it. This storytelling adds depth, turning everyday objects into companions with personality and history.
The launch of Jellycat Studios in London in 1999 marked a pivotal moment, opening a new chapter of creativity. Since then, the brand has expanded into books, accessories, and other playful expressions, extending its imaginative spirit while remaining faithful to its origins.
Jack Jellycat personifies this twenty-five-year journey. As a travelling character sharing the brand’s story, Jack embodies the humour, warmth, and creativity that define Jellycat, demonstrating the belief that joy multiplies when shared and that storytelling can connect generations and cultures.
Today, Jellycat continues to innovate while upholding its founding principles. Playfulness, imagination, quality, and emotional connection remain at the core of every creation. From its London beginnings to a worldwide community, Jellycat’s story reflects boundless creativity and a singular mission: to bring more joy, comfort, and imagination into the lives of children and adults alike.