Soft toy manufacturer Jellycat has reported that surging demand from enthusiasts and collectors helped profits nearly double over the past year.
Consumer demand continued to soar in 2025 as the brand expanded into additional locations, with outlets including a Jellycat Fish & Chips shop in Selfridges, London, and a Jellycat ski club in Los Angeles selling themed merchandise.
The plush toys, which span from bunny rabbits to eggs with faces, capitalised on rising social media prominence and growing appetite from adult buyers.
Turnover leaps by 43%
The London-headquartered company, which was established in 1999 by Thomas Gatacre, disclosed turnover leapt by 43% to £450 million for the year, up from the previous period.
The period witnessed substantial expansion fuelled by its retail footprint growth, with 22 new retail spaces and experiences during the year, compared with just three in 2024.
These also featured Jellycat Airlines in Harrods Knightsbridge and the Jellycat Space Experience in Seoul, South Korea.
New products and social media growth
Fresh products launched during the period included a smiling tea bag, an exclusive item for independent stockists, and a pistachio nut named Horatio.
The brand's profile also continued to surge across social platforms, with Instagram followers climbing by 1.3 million to 2.8 million and TikTok followers more than doubling to 2.3 million.
Profits and dividends
Rocketing turnover helped drive a 98% surge in pre-tax profits to £240 million for the year. In its accounts, the firm revealed it will pay its parent company, Jelly Holdings, approximately £179 million in dividends for the 2025 financial year, though it is understood the funds will remain within the group for reinvestment.
Mandy Pugh, Jellycat chief executive, said: "Everything we do begins with our fans and the joy they find in Jellycat.
"Their enthusiasm has inspired us to invest with even greater energy in bringing our world to new people and places – through magical spaces in stores, more engaging experiences online, and new characters bursting with personality.
"Seeing fans of all ages embrace these worlds has encouraged us to dream up even more playful and unexpected ways to share Jellycat joy in 2026 and beyond."
