jELLYCATS, jELLYCATS

Everything you need to know about 2024's hottest plush toy.

Editors of Late Checkout

July 30, 2024

Photo credit:

Squishmallows? So 2020. Say hello to jELLYCAT, the high-end plush toys that have enchanted Gens Z and Alpha alike.

Founded in London, jELLYCAT toys are known for their soft textures, whimsical designs and high price tags. How fast are jELLYCATs growing in popularity? According to Glimpse, as of June 2024, interest in jELLYCAT had grown 83% over the past year, compared to the year before, putting it at a current volume of 438K searches per month.

What’s more, jELLYCAT collections centered around food and beverage are having a moment. In July, jELLYCAT, in collaboration with FAO Schwarz, debuted the jELLYCAT Patisserie on the fifth floor of Galeries Lafayette Paris Haussmann. Inspired by a traditional Parisian patisserie, the counters and shelves are stocked with the brand’s exclusive Parisian delights. FAO Schwarz in New York introduced the jELLYCAT Diner where, for $45, visitors can choose a plush toy such as the Smiling Taco, Burger, Hotdog or Slice of Pizza in personalized packaging. Views of the diner on TikTok are in the millions, turning it into a destination for tourists of all ages.

But why, you might ask? Welp, their popularity can be attributed to a few different things. NBC notes that, “After surviving a pandemic, inflation and environmental crises, many adults, particularly Gen Zers, appear to be leaning into a nostalgic form of escapism: play.”

Another factor seems to be a sense of general nostalgia. According to the Wall Street Journal, “Grown-ups have long looked to childhood playthings for nostalgia, comfort or value as collectibles, inspiring a nickname within the toy industry: kidults.”

Most importantly, it seems like jELLYCATs – with their unique affectations, collectability and personalities, if you will – are social media gold. Not only is there a huge collector community on Instagram, TikTok users have taken to posting their plushies in fun poses, document their quest to find the perfect one and even host jELLYCAT exchanges.