If you’ve spent any time on TikTok or wandered past a display of impossibly soft stuffed animals at a gift shop, you’ve probably met a Jellycat. The British brand has become one of the most collected (and gifted) soft toy lines around, with fans anticipating new “drops” the same way sneakerheads camp out for limited releases.
With the classic Bashful Bunny, the ever-expanding Amuseables food and object collection, and characters like a plush turtle that’s considerably grumpy, Jellycat has built a cult following among babies, teens and adults alike. Even scoring a reservation at the brand’s Jellycat Diner inside New York City’s iconic toy store FAO Schwartz rivals some of the best restaurants in Manhattan (rather than actual food, you’ll see adorable culinary-themed plushies on the menu).
But with prices that can range from $25 for a small Amuseable to $70 for the diner experience and over $100 for bigger stuffies, is a Jellycat actually worth it, or are you just paying for the name? To find out, I turned to other NBC Selected editors who are well versed in the Jellycat world.
Our honest review of Jellycat
The below list includes Jellycats that NBC Selected staffers personally own or have given loved ones as gifts. They also showcase the range of options available from the brand, including collectable toys and ones made for smaller children.
Best classic stuffed animal
Jellycat’s Bashful Bunny is the toy that built the brand’s reputation, and it’s easy to see why. The fur is dense but not stiff and the actual bunny is stuffed enough that it feels plush to hug (but not so much that it feels too firm to cuddle with). It comes in more than a dozen colors, including the original beige, blush, lilac and cream, plus seasonal variations that show up and sell out fast.
My mom bought my daughter a now-sold-out version of this bunny with floral fabric sewn into its ears when she was first born. Five years later, the bunny is still one of her favorite stuffies. I’ve washed it a number of times and it still looks great; it looks well-loved, but still holding its shape. The floppy limbs and beanbag-weighted bottom also make it comfortable to hold or prop up.
Best for babies
If Bashful is Jellycat’s flagship line, Fuddlewuddle is its quieter, arguably more practical sibling. This elephant (and its many animal counterparts, like lions and dragons) has a slightly shorter, smoother fur than Bashful, which is easier to clean and less prone to matting.
The Fuddlewuddle line is also noticeably lighter, which makes it nice for a younger cuddler. While my daughter loves her bunny, she tends to sleep with this elephant more often because it feels lighter in her arms and cozier to snuggle up with.
Best non-animal plush
I bought the Zumblebi Alien for my son’s space-themed bedroom, and it fits right in. One of the fun things about Jellycats is that the brand provides backstories for many of their characters. For example, this little guy has apparently seen galaxies few of us can imagine, yet he crash-landed near London Bridge decades ago and never really left. He’s since become, in Jellycat’s telling, the universe’s most devoted postcard collector, with walls covered in his cosmic collage of earthly souvenirs. It’s a charming bit of backstory that makes him feel like more than just a stuffed toy and rather a character with his own quirky little life.
In real life, my son loves to hug him because he’s extra fuzzy and bright; there’s something about that soft, saturated color and dense plush texture that makes him irresistible to squeeze.
Best food plush
The Amuseables line is where Jellycat’s sense of humor really shows up, and these marshmallows are a great example. The pink and white sweet treats have equally saccharine smiles and have little brown boots for flair. The duo is connected by a small ribbon so you never lose one.
NBC Selected updates editor Mili Godio, who has been a huge fan of the brand for years, has these marshmallows (as well as the Amuseables Jellysaucer). She loves the silly nature of the Amuseables line: “They’re so adorable and add so much joy; every new Jellycat addition to my desk or home is like a breath of fresh air,” she says. “I love that there’s so many unique and niche options to choose from. I currently have my eye on the Monstera plant, boiled egg and pair of olives.”
Best for adult collectors
Jellycat’s bag charms, which are miniature versions of characters like Peanut, Fergus Frog and various fruits, have become a low-cost entry point for adult collectors who want in on the trend without committing to a full-size plush. At under $30, they’re some of the most affordable items in the lineup, and the clip attachment is sturdy enough to survive being tossed around.
They make especially good gifts for loved ones. “While Jellycats are pretty pricey, I find the keychains to be a good entry point,” says NBC Selected contributor Marilyn La Jeunesse. “I like that they can come along with you on all your adventures. Plus, I love knowing that if I travel to London, Paris, Seoul, or Shanghai, I can stop by and pick up an exclusive style sold only in that city. It’s like a worldwide treasure hunt.” For those not in the know, there are exclusive Jellycats available in different countries and at different retailers. For example, you can find a maple leaf Jellycat in Canada and a British tea bag in the United Kingdom.
Best accessory
The Bartholomew Bear Pouch takes Jellycat’s most beloved teddy bear and reimagines him as a soft, huggable little accessory you can carry everywhere. You can use it to stash small essentials like your lip balm and hand lotion, or to organize your chargers while traveling. The pouch is relatively small and just big enough to fit an iPhone, wallet and a few other small items.
Candidly, I tend to lean practical over cutesy when it comes to my accessories, but I grabbed this pouch for myself when shopping for stuffies with my daughter and love it. It stands out in my tote, so I never have to dig deep to grab it, and it adds a moment of joy to my day anytime I pull it out. It’s also a great conversation starter; I’ve had so many strangers stop and compliment it.
What can improve
While we’ve loved collecting and testing our own Jellycats, there are few things to be aware of:
- Inventory is unpredictable. Popular colors and characters sell out quickly and are sometimes retired for good, which drives up resale prices on secondhand marketplaces and can be frustrating if you’re chasing a specific item. For example, I’ve had my eye on the Amuseables Mozzarella, but it sold out quickly and has not been restocked. The Jellycat site does have a Back in Stock page that you can check to see if any of your favorites are available again.
- Pricing climbs fast with size. Many Jellycats come in different sizes and the jump from a small plush pal to a “huge” or “really big” version can mean paying triple or more for a toy that isn’t necessarily triple the quality — you’re simply paying for scale.
- Not all lines are equally durable. While Bashful and Fuddlewuddle held up well to washing, a few of the more delicate Amuseables with suedette or felt details can show early signs of wear with heavy handling, according to some of our editors.
How we tried Jellycats
Several NBC Selected editors are longtime Jellycat devotees, so we drew on our own firsthand experience for this story. Between Godio, La Jeunesse and myself, we have 23+ of our own Jellycats, have gifted them to friends and family for birthdays and baby showers, and in my case, watched my own kids grow attached to a few favorites that now rarely leave their sides. That mix of personal collecting, gift-giving and real-world testing (including plenty of tugging, dropping and machine-washing) informed our picks and feedback.
What is Jellycat?
Jellycat is a British plush toy company founded in 1999 by siblings Thomas and William Gatacre. It is known for its distinctively soft and often whimsical stuffed animals — think plump sushi rolls, wedges of cheese, and bug-eyed amphibians alongside more traditional bunnies and bears. Based in London, the company has built a cult following among both children and adults, driven in part by its Amuseables line, which turns everyday objects and foods into huggable characters, and by limited releases that sell out quickly and circulate for inflated prices on resale sites. Jellycat toys are sold online and in boutiques, museum gift shops and department stores worldwide.
Who is Jellycat for?
Jellycat makes sense for anyone who wants a stuffed animal that feels a step beyond the average teddy bear you may find at the store. This includes new parents looking for a durable, huggable baby gift, kids who want something to actually love hard and adults who’ve been pulled into the collectible side of the plush world thanks to social media. It’s a genuinely strong pick for gifting across ages, from a newborn’s first Fuddlewuddle to a “get well soon” Amuseable for a friend.
While Jellycats can go for over $100 for some of the larger items, there are options under $30 for those on a budget. This includes some of their smaller plushies and bag charms.
Why trust NBC Selected?
I am a commerce editor at NBC Selected and a journalist who regularly covers wellness, beauty, and lifestyle. I have also written about Labubus, Needoh and Play-Doh for adults. I have two kids — a 5-year-old daughter and 1-year-old son — who are both obsessed with Jellycats. For this story, I relied on my personal experience with the brand and spoke with other NBC Selected editors about their experience with it.
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