Protecting the Magic: How Jellycat is Fighting Back Against Fakes
If you've ever held a genuine Jellycat, you know there's something truly special about them — the impossibly soft fur, the quirky characters, the attention to detail that makes each one feel like a little work of art. It's no surprise that Jellycat has become one of the most beloved and sought-after plush brands in the world.
But with that popularity comes a darker side: a flood of counterfeit Jellycat products that have been circulating globally, deceiving well-meaning gift-givers and disappointing children and collectors alike. These fakes can look convincing at first glance, but they often fall short on quality, safety standards, and the genuine craftsmanship that Jellycat is known for — and when you're buying a toy for a child, that matters enormously.
The Copycat Problem
The counterfeit toy market has grown significantly in recent years, and premium brands like Jellycat are prime targets. Fake Jellycats have been appearing across online marketplaces and even some retailers like Temu, making it increasingly difficult for customers to know whether they're getting the real thing. For authorised retailers like us, it's been a frustrating challenge — we have been retailing Jellycat for over a decade, long before they became the phenomenon they are today, and it's disheartening to see customers unknowingly misled elsewhere.
Jellycat Fights Back
The good news? Jellycat has introduced two clever authentication measures in new designs, built directly into their retail swing tags — and we think they're brilliant.
1. Braille-Like Raised Dots 🔍
Look closely at the bottom right corner of the front of the cardboard swing tag. You'll find three small raised dots, similar in feel to braille. They're subtle — easy to miss if you don't know to look — but they're a tactile authentication feature that counterfeiters are unlikely to replicate accurately. Run your fingertip across the lower right corner of the tag and feel for them.
2. Ultraviolet Hidden Logo 🔦
This one is genuinely impressive. Under normal light, the bottom left of the swing tag's front face appears blank. But shine a UV black light torch on it, and a Jellycat logo image appears — completely invisible to the naked eye under standard lighting. There's also a larger UV-reactive Jellycat image on the reverse of the tag. It's the kind of security feature you'd expect on a banknote, and it's a clear signal that Jellycat is taking authenticity very seriously.
What This Means for You
When you shop with us, you can be confident you're receiving 100% genuine Jellycat — we are an authorised Australian retailer and source all stock directly through official channels. But if you're ever shopping elsewhere and want to verify authenticity, these two tag features on the newest designs are now your best friends:
- ✅ Feel for the three small raised dots on the front lower right of the swing tag
- ✅ Use a UV black light torch on the front lower left and the reverse of the tag to reveal the hidden Jellycat logo
If either feature is missing, that could be a red flag (recent designs only).
(It's important to note that this security feature has only recently been introduced and so stores including ourselves have genuine Jellycat designs that do not incorporate the tag features)
Buy with Confidence
Jellycat's new security measures are a welcome step in protecting customers. If you have questions about a Jellycat you've purchased or received as a gift from Send A Toy - feel free to reach out - we're always happy to help.
🐾 Shop genuine Jellycat at Send A Toy
