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Jellycat Limited is a British Stuffed toy and keychain company, known for its plush toys and collectibles. Co-founded by brothers Thomas and William Gatacre in London in 1999, the company expanded into Minneapolis in 2001, forming Jellycat Inc. While the company mostly sells soft toys, it also sells books, nursery items, bags and other accessories. Jellycat offers a range of products, from classic stuffed animals like rabbits and bears to more whimsical creations in its Amuseables line, featuring playful designs such as smiling flowers and cheerful foods.
As of 2024, the longest serving design within the contemporary collection is the Slackajack Monkey with 21 years of production. In February 2024, Jellycat celebrated its 25th anniversary, where the Institute of Contemporary Art in Boston hosted an anniversary party.
In 2024, the World Intellectual Property Organization (WIPO)'s Hague Yearly Review ranked Jellycat Limited's number of industrial design applications filled under the Hague System as 8th in the world, with 255 applications submitted during 2023.
The soft toys' popularity during the COVID-19 pandemic has been compared to Squishmallows, which saw a similar increase in sales and notability in the same time period. Jellycat products have a strong social media presence, with the number of reported views on TikTok reaching several billion.
Jellycat won Earnshaw Magazine's Earnie Award in both 2015 and 2018, within the Toys category. The company received the Outstanding Achievement Award at The Greats Awards in 2020.
The increasing popularity of the toys – helped by considerable online momentum (Jellycat’s TikTok account has 10.2m likes) has led to extraordinary security measures being put in place by British retailers following a 'crime wave'. The thriving and profitable secondary market for Jellycat toys has been referred to as a "darker, stranger underbelly" to the Jellycat phenomenon, as it provides a ready outlet for thieves to dispose of stolen toys.
In June 2025, Jellycat stopped supplying to approximately 100 independent shops in the United Kingdom, citing its "brand elevation strategy". The change affected longstanding stockists, including shops which had sold Jellycat products for over twenty years, and were told that the decision was "final" and that they would be unable to appeal it. Another group of shop owners were permitted to continue stocking Jellycat products but would no longer be allowed to display a sticker in their shop window stating they were an "Official Jellycat Stockist".
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