To the uninitiated and those without a young child in their life, the concept of Jellycat might require some explanation. While on the surface it may appear to be a line of soft toys, plush dolls that take on shapes from the standard (bears, bunnies, dogs) to the peculiar (a smiling pickle, a UFO with feet, a diamond ring), it is so much more.
Blowing up during the pandemic, with 2.5 million followers on Tik Tok who follow every drop of new designs, Jellycat is a complete phenomenon. Jellycat has become a darling of the social media age, developing a devoted following that goes far beyond traditional plush toys. People are obsessed.
“I think ‘obsessed’ may be a bit strong. Maybe just ‘focused,’” said Steve Powell of Island Child with a laugh.“Like, extremely focused.”
Steve Powell is photographed at Island Child, surrounded by the latest shipment of JellyCat plushes.
Powell has been selling Jellycat at Island Child since the year the British brand was available in the United States, going back 27 years. As one of the island’s most celebrated stores for kids, the line of stuffed animals was a perfect fit at the store.
“Their hallmark is that they are very concerned about the environment and the working conditions of the places where they are manufactured, but really it’s just that the design and the quality are incredible,” Powell said. “It’s different than any other plush stuffed animal. And the way they do business, offering different collections, is incredible.”
He’ll say he’s not obsessed. But he can also tell you the backstories of some of their more popular characters like Jellycat Jack, Bartholomew Bear and Bashful Bunny, as well as what the new collections of Amuseables will include. At press time, the current lineup was food items, with the shelves at Island Child showing off adorable plush heads of broccoli, stems of asparagus, and ears of corn.
Three best-sellers from the Jellycat Summer Collection; Keli Pelican, Larry Lobster and Bartholomew Bear.
“Corn is a big deal right now because you can’t get it anywhere, and we have six ears in here,” he said. “Last November, they offered a Jellycat space line in Korea, and they just released it here in the U.S. They only selected certain retailers to receive it, and we actually got the entire collection before anyone else did.”
Those in the know realize what a big deal that is. Because Powell is not the only one obsessed with – excuse us, “extremely focused on” – Jellycat. A true viral phenomenon, these adorable plushies lead a craze that goes far beyond child’s play.
The Jellycat “Amuseables” collection focuses on plush versions of food and other inanimate objects.
“It all started with this college girl who went viral when she purchased a Jellycat, and that established Jellycat as a college thing. Then it trickled down to the high school and the middle school. Now the moms and dads are buying Jellycat,” Powell said. “But the most rewarding thing is when you see a kid find their Jellycat. They just can’t contain themselves.”
Boiled Egg Scientist Outfit from Jellycat’s Amuseables line. This is part of the Jellycat Space Collection.
As a place that has been selling Jellycat for years, Island Child was uniquely positioned to meet this new demand.
“Jellycat has never sold slowly because they were better than anything else in terms of quality and design. But then it took off,” he said. “I mean, it’s phenomenal what they’ve done and it really fits with what we offer at Island Child. As it has expanded, it has become really trendy, which we typically don’t do.”
Island Child has been selling Jellycat plush toys for 27 years – long before they became a viral sensation.
Island Child didn’t sell Jellycat because they were a viral sensation. They’ve sold them for a quarter of a century because they’re a store for quality children’s toys and Jellycat fits the bill. But with their sudden viral explosion, the store is in a unique position to be the island’s source for the latest and greatest Amuseables. And Powell gets to meet a few more Jellycat fans who share in his obsession. Sorry – extreme focus.
“OK, obsession might be the right word,” Powell said.
Visit Island Child, an Official Jellycat Stockist, in The Village at Wexford on Hilton Head to discover the newest Jellycat arrivals and seasonal collections, or shop online at islandchild.com.