Soft toy firm Jellycat has revealed that a continued surge in demand from fans and collectors helped profits almost double for the past year. Pre-tax profits rose 98% to £240 million, while sales jumped 43% to £450 million compared with a year earlier.
Retail expansion drives growth
Sales demand continued to rocket in 2025 as the brand opened in more destinations, with sites including a Jellycat Fish & Chips shop in Selfridges, London, and a Jellycat ski club in LA selling themed toys. The year saw significant growth driven by expansion across retail, with 22 new retail spaces and experiences opened, compared with only three in 2024.
These also included Jellycat Airlines in Harrods Knightsbridge and the Jellycat Space Experience in Seoul, South Korea. New toys released in the year included a smiling tea bag, an exclusive toy for independent retailers, and a pistachio nut called Horatio.
Social media popularity soars
The cuddly toys, which range from bunny rabbits to eggs with faces, benefited from growing popularity on social media and increasing demand from adult customers. Instagram followers jumped by 1.3 million to 2.8 million, and TikTok followers increased by more than double to 2.3 million.
In the accounts, the company said it will pay its parent company, Jelly Holdings, around £179 million in dividends for the 2025 financial year, but it is understood this will stay in the group for reinvestment.
Chief executive comments
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.”
