Why on Earth have Jellycats become so popular? They’ve been around for decades now, yet their traction has skyrocketed this year in particular, to the point where I’ve seen them on every social media app I use.
I’m almost embarrassed to admit that they have become my Roman Empire; I can’t help but constantly be updating a mental wishlist of Amuseables. Let’s do a deep dive as to why.
Humans have historically owned and adored stuffed animals, so why is it specifically the Jellycat brand that took off? Why does the brand resonate with so many people?
In my opinion, the idea that one can choose a highly specific, somewhat comical object and personify it with a pair of eyes and an embroidered smile is a major step up from your regular teddy bear. For example, I own the teacup Jellycat as a nod to my British roots, one of my caffeine-obsessed friends has a coffee cup Jellycat, and another used to grow tomatoes in her backyard and therefore opted for a tomato vine Jellycat.
There is something appealing about giving nostalgic value to an ordinary object in our lives. It’s a way of enjoying the mundane; a true optimist’s way of life.
My interest in this topic arose when I discovered that I was not the only one to bring my Jellycat to college. In fact, most of my friends have a deep attachment to theirs, bringing them thousands of miles to campus for them to sit comfortably on their beds and desks.
Admittedly, the thought of having brought Jellycats as a reminder of home didn’t cross my mind until a couple weeks in, when my homework pile seemed to climb impossibly high, and the reality of college set in. During a minor meltdown, I couldn’t help but look to my Jellycat as a source of comfort, protection, and support. It grounded me in ways a phone call home couldn’t since it was a physical, tangible reminder of my past.
Our childhoods have been captured in ways previous generations couldn’t even imagine. Having accessible photos and videos of our toddler-tantrum days only heightens the sentimental value of memories, so much so that we have a tendency to yearn for the past.
I often describe my childhood as vibrant. That is not to say that my eyes have declined to the point where the world is now in browns and grays, but in the sense that I had a childlike bliss towards exploring the world. You start as a blank canvas and get the opportunity to discover the gems of your environment that ultimately shape your individuality.
However, as a generation we’ve been heavily exposed to misfortunes throughout our youth, including gun violence, climate change, a pandemic, racism (the list unfortunately goes on). It’s therefore sensible to assume that we’re clinging onto any tangible connection to before, and is a good reason as to why so many become so attached to seemingly silly plushies with a simple smile.
Additionally, many of us attach this childhood sentiment to holidays spent with families. I personally associate my Christmases as a child with Poland and its homemade delectables, so don’t even get me started on Jellycat’s Christmas collection. By having specific collections to encourage a festive spirit, the brand only increased its traction.
To conclude, no matter how tough our facades are, no one can deny the joy derived from owning a Jellycat plush. They bring out a softer side of us where our childish imaginations can thrive without judgment, allowing us to revisit a state of mind where everything seemed to be right in the world.