Daily Mail - - Front Page -

SMIL­ING from ear to ear, Princess Char­lotte squeals at her beloved Fud­dlewud­dle Puppy, a £17 soft toy by Jel­ly­cat. It’s the mid­dle-class Bri­tish brand de­light­ing both chil­dren and adults ev­ery­where. But where does the ap­peal lie?

Jasper, six, and Ro­man, four, both have a Jel­ly­cat toy. Their mother Eliza Adams, 32, a copy­writer from Dorset, says: ‘I think the ap­peal is in their dis­pro­por­tion­ately long limbs, and they have friend­lier faces than other toys. Jasper has slept with his ev­ery night for five years and it’s still in­tact.’ Cre­ated by broth­ers Wil­liam and Thomas Gat­acre in 1999, and named by Thomas’s son Jack, Jel­ly­cat sells more than a mil­lion toys a year world­wide, tak­ing £25 mil­lion last year.

The best­seller of more than 35 toys in the cur­rent range — sold in shops such as Har­rods and John Lewis — is Bash­ful Bunny (£16), which counts Tom Cruise’s daugh­ter Suri among its fans. Wil­liam claims Jel­ly­cat rev­o­lu­tionised the con­ven­tional cud­dly toy: ‘Soft toys used to look like the an­i­mals them­selves. We turned that on its head and can cre­ate a rab­bit in thou­sands of dif­fer­ent ways, by chang­ing the shape, feel, colour, size and ma­te­ri­als used.’

And Jel­ly­cat isn’t just for kids. Adults who can’t get enough of the brand can join Face­book groups such as Jel­ly­cat Ad­dicts to trade favourite toys.

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