The History of Jellycat: How a London Studio Became the World's Most Beloved Soft Toy Brand
There are few names in the world of children's plush that carry quite the same warmth as Jellycat. Instantly recognisable by their impossibly soft textures, whimsical characters, and that signature floppy charm, Jellycat plush toys have found their way into nurseries, gift bags, school bags and hearts across the globe. But how did a small London design studio become one of the most iconic soft toy brands in the world?
Founded in London, 1999
Jellycat was founded in London in 1999 by brothers Thomas and William Gatacre. From the outset, the brand had a clear point of difference: a commitment to exceptional softness, original design, and a sense of playful storytelling that set it apart from the mass-market toy landscape.
The name itself - Jellycat - evokes something delightfully wobbly, soft, and a little bit silly. It perfectly captures the brand's ethos: toys that don't take themselves too seriously but are crafted with genuine care and quality.
Early Days: A Focus on Softness and Design
In its early years, Jellycat focused on building a reputation for using premium fabrics and innovative textures. While many soft toy brands prioritised price point, Jellycat invested in materials — developing proprietary plush fabrics that became a hallmark of the brand.
Their early collections featured classic animals reimagined with a modern, design-forward sensibility. Bunnies with oversized ears. Bears with a gentle expression. Each character felt considered, not manufactured.
The Bashful Bunny: A Cultural Icon
No history of Jellycat would be complete without acknowledging the Bashful Bunny — arguably the brand's most iconic creation. Introduced in the early 2000s, the Bashful Bunny became a phenomenon. With its long, floppy ears, gentle face, and extraordinarily soft body, it struck a chord with parents and gift-givers worldwide.
Today, the Bashful Bunny is available in dozens of colourways and sizes and remains one of the best-selling soft toys globally. It has become a rite of passage for newborns and a staple of baby shower gift lists — including right here in Australia.
Growing a Global Community
Through the 2000s and 2010s, Jellycat expanded steadily — growing its range from classic animals into an ever-expanding universe of characters. Vegetables, sea creatures, mythical beasts, food items, and fantastical hybrids all found their place in the Jellycat world.
This creative ambition resonated deeply with consumers. Jellycat wasn't just making toys — it was building a world of characters with personality, humour, and heart. Collectors began to emerge. Adults started buying Jellycat for themselves. The brand transcended its original audience.
Design Philosophy: Whimsy Meets Craft
What makes Jellycat endure is its unwavering commitment to design integrity. Each new character begins as a sketch, goes through extensive development, and is tested rigorously before reaching shelves. The brand releases new collections seasonally, with each drop eagerly anticipated by retailers and collectors alike.
The fabrics — from their signature luxurious plush to velvety textures and corduroy finishes — are central to the Jellycat experience. Holding a Jellycat toy is tactile in a way that few other brands can replicate. It's this sensory quality that makes them so compelling as gifts, particularly for newborns and young children.
Jellycat Today
Today, Jellycat is distributed in over 60 countries and is stocked by premium independent retailers, department stores, and specialty gift boutiques worldwide. The brand has maintained its independent spirit while achieving remarkable global scale — a balance that is genuinely rare in the toy industry.
In recent years, Jellycat has also embraced experiential retail, pop-up activations, and a strong social media presence — leaning into the community of fans who share their collections, name their toys, and treat them as cherished companions rather than mere objects.
Why We Love Jellycat at Send A Toy
As one of the first online retailers to stock Jellycat in Australia, Jellycat holds a special place in our hearts and curation. They represent everything we believe a great children's gift should be: beautifully made, thoughtfully designed, and genuinely joyful. Whether you're choosing a Bashful Bunny for a newborn, a quirky vegetable character for a toddler, or an Amuseables collector's piece for someone who appreciates the delightful combination of quirky and fun- Jellycat delivers.
Browse our full range of Jellycat soft toys and find the perfect companion for someone you love.
