Jellycat's $250 Million Boom: How Gen Z Fell in Love with Plushies Again
2025-02-16
Fortune on MSN.com
The COVID-19 pandemic sparked a surge in demand for comfort items, with young adults turning to Jellycat plush toys for solace. Experts attribute the company's $250 million rise to a combination of factors, including scarcity, clever marketing, and the resurgence of nostalgic interests among Gen Z. As a result, plushies have become a staple in many young adults' lives, providing a sense of comfort and relaxation in uncertain times. With their soft, cuddly designs and endearing characters, Jellycat plush toys have tapped into the growing trend of self-care and mental wellness, particularly among younger generations. Key factors like social media and online shopping have also played a significant role in the brand's success.
