Jellycat’s journey began in London over twenty-five years ago, evolving from a small, imaginative concept into a cherished international brand. What started as a creative idea has grown into a global presence, bringing warmth, gentle humour, and originality into everyday life. Today, Jellycat characters can be found in homes and carefully curated stores around the world, offering comfort, familiarity, and enduring charm.
Play has always been central to Jellycat’s identity. Rather than following strict design rules, the brand encourages curiosity, exploration, and creative freedom. Designers are trusted to follow their instincts, allowing ideas to develop naturally. Each character is crafted through imagination and experimentation, ensuring every creation has its own distinct personality and story.
The sensory experience of touch is at the heart of Jellycat products. Fabrics are selected for softness, quality, and durability, with careful attention to how materials feel in the hand and against the skin. Weight, flexibility, and texture are thoughtfully balanced, transforming each toy into a comforting companion that provides reassurance and emotional connection. This focus on tactile experience elevates Jellycat creations from toys into cherished objects of affection.
Joy influences every aspect of design. Whether through playful expressions, unique shapes, or the simple pleasure of holding something soft, each character inspires delight. The experience is personal: for some, a Jellycat offers calm during quiet moments; for others, it reflects personality through stitched smiles, gentle eyes, or whimsical proportions. This openness allows individuals to form meaningful bonds with their chosen characters.
Imagination permeates the brand, creating a whimsical universe where generations of characters are connected through play and happiness. Each era is marked by a character wearing a distinctive hat, symbolizing both joy and the responsibility to share it. This storytelling element adds depth, transforming everyday objects into companions with personality, history, and narrative significance.
The opening of Jellycat Studios in London in 1999 marked a turning point, ushering in new avenues for creativity. Since then, the brand has expanded into books, accessories, and other playful expressions, while remaining faithful to its original vision of imaginative, joyful design.
Jack Jellycat embodies this twenty-five-year legacy. As a travelling character sharing the brand’s story, Jack reflects the humour, warmth, and creativity that define Jellycat, highlighting the belief that joy grows when shared and that storytelling connects generations and cultures.
After a quarter-century, Jellycat continues to innovate while staying true to its founding principles. Playfulness, imagination, quality, and emotional connection remain central to every creation. From its London beginnings to a worldwide community, Jellycat’s journey is defined by creativity, care, and a singular purpose: to bring joy, comfort, and imagination into the lives of children and adults alike.