Jellycat enthusiasts were left disappointed yesterday as the highly anticipated Selfridges x Jellycat collaboration sold out within minutes, with many facing virtual queues of over 27,000 customers. The limited edition yellow Amuseables bag, priced at £48, quickly became a target for resellers, who have already listed it on platforms like Vinted for upwards of £100.
Social media erupted with frustration as fans witnessed the frenzy. One user on X wrote: 'Selfridges x Jellycat. 27,434 customers are trying to buy this Jellycat bag.' TikToker @kseniia.journey captured the scene in a London store, noting that staff enforced a maximum of three bags per person to curb bulk buying.
Resellers have been accused of exploiting the hype, with some adding at least £20 to the original price. One disgruntled fan commented: 'By far the ugliest Jellycat made but, I think the downfall in society is people buying things to just resell.' This trend is not new; previous limited editions like the Snow Suit Bunny and Plum Robin have also seen inflated prices on eBay.
Senior Social News Reporter Danielle Kate Wroe highlighted the growing issue, stating: 'Gone are the days of being a casual collector... I can't help but feel a bit annoyed about the number of resellers who are trying to charge £300 for a teddy that once cost them less than £40.'
Despite the sell-out, Selfridges has confirmed that the bag will return due to high demand, offering hope for those who missed out.
