Gen Z the favorite Toyaker Jellycat reaches $ 450 million in income in the middle of the craze
The guests browse Jellycat products in Nordstrom Michigan avenue on September 30, 2025 in Chicago, Illinois.
Jeff Schear | Getty Images Entertainment | Getty images
British Toybrand Jellycat, loved by Gen Z overall, more than doubled his profit in 2024 at the rear of a craze leads “kidult” for toys while more and more adults turn to soft toys for comfort.
Jellycat, a private company founded by Thomas Gatacre in London in 1999, is popular for having sold sweet huggable toys from its £ 18 ($ 24) Bashful Bunny to its £ 275 amuseaux Nordic Spruce Christmas Tree. The company experienced a “rapid growth” in 2024, according to financial relationships shared with CNBC.
The company, owned by Jelly Holdings, saw the income increase by 66% to 333 million pounds Sterling ($ 449 million) for the financial year ending on December 31, against 200 million pounds sterling in 2023. Its profit before tax has more than doubled at 139 million pounds Sterling, against 67 million pounds Sterling the previous year. It plans to pay dividends of 110 million pounds sterling to its owners.
Tymaker sells its “frosts” in 8,000 stores in 80 countries, including in high -end department stores like Selfridges and Harrods in London and Galeries Lafayette in Paris. He said he had seen the greatest growth in demand for his soft toys in Europe, China and the United States
“Everyone seems to love them: from children to kidults and Gen Z, throughout generations to parents, grandparents and beyond,” said society in the report.
He also sees popularity through his new “Jellycat Experiences” held in stores such as the Jellycat Fish & Chips in Selfridges and Jellycat Patisserie in Galeries Lafayette. Other hot items include accessories such as bags and handbags.
Kidults ‘nostalgic’
The growth of the company can be awarded to the growing demand for adult demand for children’s toys, the $ 30 labu doll becoming a feeling of viral tiktok earlier this year. He gained ground as a symbol of international status with adults and children who buy media threshing around the tiny toys in stuffed.
On Tiktok, Jellycat currently has 2.1 million followers while 20 million positions are under the hashtag #jellycathaul. In viral videos, young adults are ranting their soft toys of $ 20, while some show massive collections of frosts stuffed on their shelves.
The Circana toy industry research group has found that adults are driving the toy market in the United States, up 18% this year, among customers aged 18 and over. Adults spent $ 1.8 billion on toys in the first quarter of this year, representing the highest expenses in all age groups.
In 2024. Sales were motivated by “nostalgic” children looking for comfort in a context of economic and geopolitical disorders worldwide, Circana said.
“By explaining the economy of joy, toys are more and more recognized for their positive advantages for mental health as they arouse nostalgia and bring the escape of global disorders in consumer life,” said Melissa Symonds, director of British toys for Circana at the time.
