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Jellycat profits nearly double to £240m as viral toy craze drives sales up 43% in a year

From the Newshound archive · first published 2 October 2026 · last updated 3 October 2026.

King Charles, who launched a royal plushie range inspired by a Jellycat obsession, as the soft toy brand's pre-tax profits surged 98% to £240 million for 2025.
King Charles, who launched a royal plushie range inspired by a Jellycat obsession, as the soft toy brand's pre-tax profits surged 98% to £240 million for 2025.

Soft toy firm Jellycat saw pre-tax profits surge 98% to £240 million in 2025, fuelled by adult collectors and a TikTok-driven craze that pushed sales to £450 million. The London-based company, founded by Thomas Gatacre in 1999, paid parent firm Jelly Holdings a £179 million dividend — more than 50% higher than the previous year's £116 million payout. Jellycat opened 22 new retail spaces in 2025, against just three in 2024, including a fish and chip shop in Selfridges and an airline-themed pop-up in Harrods.

The brand's TikTok following roughly doubled to 2.3 million, while its Instagram audience reached 2.8 million followers.

New launches included a grinning tea bag and a pistachio nut named Horatio, and the Cerulea bunny at Selfridges drew an online queue of 20,000 fans.

So-called 'kidults' — buyers over 12 — now account for 30% of the UK toy market, up from 17% in 2016.

MoreThe TimesJellycat owners enjoy £179m dividend as viral TikToks double profitLBCSoaring demand for viral toys drives Jellycat to £240m profitNationalWorldAdults are going wild for Jellycat toys - and the craze has made £240m profit - NationalWorldBusiness MattersJellycat owners receive £179m dividend as profits nearly doubleAOL.comJellycat profits almost double to £240m as demand for viral toys soars - AOL.com
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