Jellycat's London Roots

Jellycat has increased in popularity, capturing the hearts of fans worldwide with their distinctive approach to experiential and influence marketing. Brothers Thomas and William Gatacre founded Jellycat in London in 1999. The name is inspired by Tom’s seven year old son. He insisted on combining two of his adored things, jelly and a cat! Jellycat as we know it consists of high quality plushies with unique designs. These designs range from a wide variety of themes, including whimsical creatures, keychains, animals, and food themed items. In 2018 Jellycat released Jellycat Amuseables. It features charming and love-able plushies with legs such as a cherry, watermelon, mushroom, cacti and pineapple. Jellycat's creativity extends beyond plush toys, leading to unexpected brand experiences like the Jellycat Diner.

New York City Diner Debut

The very first Jellycat Diner appeared in New York’s iconic FAO Schwarz toy store in Rockefeller Plaza in September of 2023. The diner highlights the brand's creativity and ability to gather generations to enjoy an immersive experience. Similar to a real diner experience, the crew will proceed to “cook” and package your meal during this visit. The use of this diner is a great time for the whole family and an instagrammable moment for all! Jellycat has become a social media sensation. With their food and drink collection, Jellycat is featured on various platforms such as Instagram and TikTok. Jellycat has succeeded expectations with unique designs and an imaginative approach to marketing the typical stuffed animal. The creativity and innovation used to employ the diner has allowed the nostalgia of Jellycat to remain while still being successful in a rapidly heightened digital landscape.

Diner Marketing: Design And Branding

The Jellycat website states that the Jellycat Diner experience includes an Amuseables food item, a matching pin, personalized stickers, and gift packaging. The Diner excels at including brand colors, fun packaging, and personalization to create an unforgettable adventure. The diner features blue and white checkered flooring complemented by retro diner signs and lighting. These elements emphasize Jellycat's deep-rooted history while evoking a sense of nostalgia and comfort that defines the brand.

The Spread Of Jellycat On Social Media

As someone who is not exactly a plushie enthusiast, I own two Jellycat plushies myself. This is not an uncommon phenomenon, as Jellycat's growth and popularity have reached unexpected demographics. Jellycat has become increasingly popular on social media. Fans and influencers began creating videos taking followers through their experience at The Jellycat Diner. Many individuals travel solely to visit the Jellycat Diner experience, from collectors to those who thought they were adorable through online platforms. During the holidays, groups of adults traded Jellycats during their Friendsgiving and Secret Santa events and posted these reveals on TikTok. Influencers such as Graceellasmith on TikTok with 13.3K followers participated in this trend. With 211.5K likes and 12.2K shares, the social media traction does not stop there.

The Jellycat Diner is an exceptional example of the success that follows a seamless combination of experience and influence. With the extension of the brand, Jellycat created an immersive, shareable event. Jellycat's approach fuels organic social media buzz while attracting followers of all ages. Through immersive experiences, nostalgic branding, and a strong social media presence, Jellycat has built a community that extends beyond traditional toy collectors. This spectacular campaign aligns with Likey Co’s philosophy. We believe in creating impactful, experience-driven marketing that strengthens deep consumer relationships and brand loyalty. Here at Likey Co., we value the power of authentic engagement and innovation in influential and experiential marketing.