Jellycat
British plush toy brand Jellycat has experienced significant growth, with sales rising from $7 million in 2013 to $446 million in 2024, driven by a global cult following. The company has expanded beyond toys by creating immersive experiential pop-ups like the Jellycat Diner and Jellycat Patisserie in major cities. With plans to open in Hong Kong and expand retail partnerships in North America, Jellycat continues to build on its success with new activations expected before Christmas.
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The collectible toys craze shows little sign of slowing, with the plush industry growing 102% from 2019 to 2024. But British toymaker Jellycat, known for its whimsical soft plushies of animals, food, and everyday objects, has gained a unique cult following by building worlds around its stuffed toys. “We realized fans wanted real, joyful, memory‑making moments,” CEO Arnaud Meysselle says of the brand’s first experience, the Jellycat Diner, which opened in FAO Schwarz in New York in 2023. “The reaction was beyond anything we could have imagined.” More experiential activations and pop-ups followed in 2024 and 2025, like the Jellycat Patisserie at Galeries Lafayette Paris and the Jellycat Ski Club in L.A., plus shop-in-shop locations, including at Harrods London.
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Excerpt limited to ~120 words for fair-use compliance. The full article is at TIME — Top.
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