The Must-Have Toy of the Season
Shoppers across the UK are flocking to Selfridges in a frenzy, desperate to get their hands on a world-exclusive new toy. The department store has partnered with beloved plush toy brand Jellycat to create a cuddly version of its iconic yellow bag, and demand has skyrocketed.
What Is The Amuseables Selfridges Bag?
The exclusive item, officially named the 'Amuseables Selfridges Bag', is a plushie replica of the famous tote. It comes in the signature Pantone 109 yellow and is crafted from what Jellycat promises is the softest fabric. The charming design features the brand's characteristic smiley face and includes corded handles and little legs.
This isn't just a display piece. The plush bag is the perfect size for holding tiny treasures, from little snacks and essentials to other small Jellycat items. Fans can also personalise it by attaching one of the brand's popular bag charms.
A 25-Year Partnership Celebration
This special launch marks a significant milestone: the 25-year anniversary of the partnership between Selfridges and Jellycat. The collaboration began back in 2000 when Selfridges became one of the first stockists for the brand, initially launching the 'Dingly Danglys' collection.
Jellycat has since become a global phenomenon, known for its highly loveable and playful toys. The company states its creations have "disrupted and redefined the category" and remain a monumental trend, particularly on platforms like TikTok. Their collection has now grown to include more than 350 characters.
Judd Crane, Selfridges Executive Director, Buying and Brand, commented on the long-standing relationship. "We are very proud to be part of Jellycat’s incredible story," he said. "The Selfridges yellow bag is perhaps the most recognisable part of our brand personality, and we are excited to be able to share it with Jellycat!"
Priced at £48, the Amuseables Bag is available online and will be stocked in all Selfridges stores, including its flagship locations in London, Birmingham, and Manchester. Given the queues and soaring demand, it seems this soft, smiley bag is the must-have accessory of the moment.
