What is Jellycat and why is it so popular in Australia?
Jellycat has become one of Australia's most loved soft toy brands, and it's easy to see why. From their signature ultra-soft plush to the playful Amuseables range, we break down what makes Jellycat so special and why it's the gift that never misses.
If you've ever walked into a baby shower, a nursery, or a boutique gift shop and spotted an irresistibly squishy soft toy with a bashful little face, chances are it was a Jellycat. Over the last few years, Jellycat has gone from a well-kept secret among baby gift buyers to one of the most recognised and loved soft toy brands in Australia. But what exactly is Jellycat, and why has it captured the hearts of so many Australian families? Let's break it down.
What is Jellycat?
Jellycat is a British soft toy company founded in London in 1999. The brand designs and makes plush toys, comforters, and characters that are known for one thing above everything else: how incredibly soft they are. Every Jellycat toy is made from specially developed plush fabrics that are genuinely different from your standard supermarket stuffed animal. When you pick one up, you'll understand immediately why people become a little obsessed.
The range spans hundreds of characters across several collections. The classic animals are where most people start, think bunnies, cats, dogs, and bears in all different sizes. Then there are the Amuseables, which are where things get a little more playful. Amuseables are everyday objects reimagined as soft toys, avocados, croissants, clouds, suns, and yes, even a baguette, each with tiny embroidered faces and dangly little legs. There are also seasonal and limited-edition releases throughout the year, which is part of why Jellycat collectors are always watching for what's coming next.
Why has Jellycat become so popular in Australia?
A few things have come together to make Jellycat as big as it is here.
The first is the quality. Australian parents and gift buyers are increasingly conscious about what they're putting in a nursery. Jellycat toys are rigorously safety tested, free from harmful materials, and soft enough for newborns from day one. That combination of safety and quality gives buyers confidence in a way that cheaper alternatives simply don't.
The second is the gifting factor. Jellycat has become the go-to answer to one of the hardest questions in parenting circles: what do I buy for a baby shower? A Jellycat is thoughtful without being over the top, beautiful without being impractical, and genuinely useful as a comfort toy for the baby as they grow. It also presents beautifully, which matters when you're wrapping a gift.
The third is the collectability. Jellycat releases new characters and seasonal editions regularly, and retired designs do not come back. That sense of limited availability has built a genuinely passionate community of collectors in Australia, and it keeps people coming back to see what's new.
Are Jellycat toys safe for newborns?
Yes. All Jellycat toys meet strict international safety standards and are tested to EN71, the European toy safety standard, which is one of the most rigorous in the world. The materials are non-toxic and the construction is designed to withstand the enthusiasm of small children. That said, as with any soft toy, it's always worth following safe sleep guidelines and keeping plush toys out of the cot for sleeping newborns.
What size Jellycat should I buy?
Jellycat comes in a range of sizes, typically Small, Medium, Large, and sometimes Huge or Really Really Big for the classic animal styles. For a newborn gift or a first soft toy, a Small or Medium tends to be the sweet spot. They're easier for little hands to hold and just the right size for tucking under an arm. If you're buying as a display piece or for an older child, a Large makes a beautiful statement.
For the Amuseables range, sizing works a little differently as each character comes in its own dimensions, so it's worth checking the individual product for details.
Where can I buy Jellycat in Australia?
Jellycat is stocked by a small number of carefully selected boutique retailers across Australia. At Active Baby Co., we carry one of the most comprehensive Jellycat ranges available, including classic animals, the full Amuseables food and nature range, seasonal drops, and limited-edition characters as they're released. You can shop our full Jellycat collection online with fast Australia-wide shipping, or visit us in store at our Miranda or Narellan locations in Sydney to see the range in person.
If you're after a Jellycat as a gift, our Gifts for Newborn collection is also a great place to start, with curated options that work beautifully for baby showers, hospital visits, and first birthdays.
The bottom line
Jellycat's popularity in Australia isn't a trend or a fluke. It's the result of genuinely exceptional quality, a product that works beautifully as both a toy and a gift, and a brand that keeps things fresh with new characters and limited releases. Once you've gifted one, or received one, it's easy to see why so many Australian families have a Jellycat or five in their home.
Ready to find your new favourite?
Browse our full range of Jellycat soft toys, comforters, and Amuseables at Active Baby Co. We're constantly updating our collection with new arrivals and seasonal releases, so there's always something new to discover. Shop our Jellycat collection here and enjoy fast, Australia-wide shipping on every order.