Jellycat is no longer just a brand of soft toy your child likes to snuggle but a shrewd investment that can sell for thousands of pounds.
Founded by British brothers Thomas and William Gatacre in 1999, Jellycat is a new collectable craze fuelled by social media.
Fans share their enthusiasm on TikTok and Instagram, with videos of them discovering hidden gems in shops.
At auction and online rare favourites such as Bunglie Mouse that cost about £20 in 2005 now sell for up to £2,400.
Other ‘retired’ or discontinued Jellycat collectables, such as Bashful Bunnie Dixie, Rumplekin Frog and Bashful Bunny Lucie, can sell for £2,345, £2,200 and £1,700 respectively on eBay.
Peter Jenkinson, a ‘toyologist’ who studies the investment returns of the toy market, says: ‘Only now is Jellycat achieving cult status – making the rarest must-haves highly collectable.’
Craze: Sought-after Jellycat toys include Bashful Bunny Dixie, left, and Bunglie Mouse, right, which can now sell for up to £2,400
He adds: ‘A bit like Beanie Babies in the 1990s, values are suddenly rocketing. No one knows when the prices will peak but there seems no sign the bubble is about to burst. They currently offer perhaps the greatest return-on-investment in the toy market.
‘This could be a great time to start collecting, or to rummage around the back of your wardrobe to see what forgotten Jellycat toys are worth.
But it comes with a huge warning – if the bubble bursts then you could end up with a hoard of near worthless – if still loveable – cuddly toys.’
The most sought after Jellycat is the Bashful Bunny Dixie, which has been released in various limited editions since 2007.
Among the rarest – and also valuable – is Dixie Bashful Bunny, launched in 2010 and ‘retired’ in 2014. Dixie can sell for anything from £500 to more than £2,000.
Jenkinson says: ‘Of course, the highest prices are what sellers are demanding – not necessarily what you should pay.
Before parting with cash, I recommend speaking to others in the community on social media forums such as Facebook to understand the market first. They can offer a reality check on actual value in cases where they might be inflated.’
The highest prices demanded is sometimes known as ‘price scalping’, where sellers take advantage of Jellycat fever.
Jellycollector.com has a database of collectable Jellycats to provide an idea of what you can collect – anything from an Amuseables boiled egg to a 3 ft-high puppy.
Facebook groups such as the Jellycat Collectors Support Group and Jellycat Fans UK offer community guidance.
Experts say you do not have to buy the most in-demand toy to make money but following the trends on social media can lead you towards new directions in collecting.
Jenkinson says: ‘To make the best returns you are probably better off not spending thousands of pounds on retired limited-editions – but making a modest investment on a new release.’
Jellycat keeps tight-lipped on quantities released but new models come out several times a year. You should keep an eye out for limited-editions and what seems to be selling out fast and snap it up.
Jenkinson says if you buy a seasonal limited-edition for Christmas, Easter or Valentine’s Day for £30, it is not unreasonabe to hope it might rise in value to £40 or more in a year. Keep it for longer and the price could rise to £50 or more.
Profits may seem small but the margins are huge for collectors who strike lucky. Yet Jellycat collector Naomi Fleri, of Hastings in Kent, points out that the vast majority of people who buy Jellycat are only attracted to the joy they bring.
Yet having picked up 200 Jellycat toys in the past five years, she understands they can also have financial appeal that helps them maintain value.
The 29-year-old sports account manager says: ‘There is a lot of hype in the market that focuses on a small number of collectables when the reality is the vast majority are unlikely to rise in value.
‘As a collector, it is wonderful being able to share Jellycat with others on social media. It brings us together as a community.’
Naomi has more than 1,000 followers of her The Jellycat Diary Instagram page, which includes taking her Bartholomew Bear Claude to Paris.
She says: ‘I was drawn into the collecting bug with one of its Amuseables sets – starting with a Silly Sushi gift. Among my favourites is a red pepper from the 2020 Vivacious Vegetables collection that cost £11 but now trades for £40.
I also have a Kiwi from the Fabulous Fruit set that cost £30, worth £60.’ Some stores, such as Selfridges and Harrods, also offer occasional special events to drum up extra publicity.
Jenkinson says a Fish and Chips set issued last July through an exclusive deal with Selfridges provides a great example.
He says: ‘It was a quiet day but there was a queue of several dozen people waiting to buy one of a limited number being offered.
Creating this wave of publicity for a new release can be great for collectors. Fish and Chips was a master stroke – as it is a meal we all love.’
Royal approval: A young Princess Charlotte plays with her Jellycat dog Fuddlewuddle back in 2015
It sold a £40 Lily Fish, £50 Cosy Chips, and £40 Dot and Peggy Mushy Peas. There was also a cap-wearing £20 Charlie Chip, £20 Clemont Lemon, £23 Vinny Vinegar and £23 Salty Steve as part of a condiments collection to add to appeal.
A full set of fish and chips with condiments cost £216 on the day but is now available to buy on eBay for 62 per cent more at £350. However, you can also still buy the items separately for little more than they sold for on the day.
A Jellycat cherry cake sold at Harrods with a limited-edition Harrods box was available for £45 in the store last year – but now sells for up to £160 in pristine condition. Again, be wary of ‘scalping’ – you can find it for £60 on eBay.
Kathy Taylor, a valuer at the toy auction house Vectis in Stockton-on-Tees, County Durham, says collectors should be wary of buying blind on auction websites because seller descriptions are not always accurate.
She says: ‘Jellycat collecting is a relatively new phenomenon, so the market has plenty of room to grow. Yet there are occasional rogues out there willing to take advantage of people desperate for a certain Jellycat.
‘But as demand continues to increase a limited supply means that, for now, there is still a good chance values could rise higher. This is partly because Jellycat has been around long enough for those children who grew up with them now being adults.
‘Many now have the money to complete collections.’
Taylor adds: ‘Having an original sales tag with the label adds to their collectability. Vectis held a sale that included a range of Jellycat toys last week.
An Odell Octopus, Polar Bear and Penguin set sold for a total of £80 – double their lowest valuation. But the toys did not have original tags attached, which could have doubled their hammer price.
If buying for investment, Jenkinson says you might also put your cuddly toy in a vacuum-packed bag. This means they are packed in a dust-free environment.
The craze for Jellycat has also had an unfortunate knock-on effect attracting criminals – with the British Independent Retailers Association warning of a wave of Jellycat shoplifting, which often ends with stolen toys being put for sale on auction websites. Buyers should always ask to see receipts to help stamp this out.
Last year, Ruby Smith, 35, from Suffolk, pleaded guilty to using children as cover to help her steal Jellycats worth more than £4,000 in a series of shoplifting raids.
Have you sold a Jellycat? Email toby.walne@dailymail.co.uk
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