A Case Study of Jellycat’s Marketing Success and Pathways to Global Expansion

Tianyi Xu

2025

Abstract

Jellycat, a British toy brand, has gained a lot of loyal fans. This case study focuses on the brand's marketing strategies, including segmentation, targeting, and positioning, and analyses its approach to product classification, pricing strategy, retail strategy, distribution in the current market throughout the world, and promotional efforts. Based on this analysis, recommendations are made to further enhance brand reputation, including ways like improving engagement through events such as pop-up stores, and diversify social media marketing strategies to strengthen customer loyalty and expand market reach. The research reveals that Jellycat's success is attributed to its balance of exclusivity and accessibility, but still have space for improvement such as organizing more specific events, involving advertising campaigns, promoting diverse social media engagement, and organising live-streaming online. This study highlights the significance of knowing how innovative marketing methods can drive both brand loyalty and market expansion in the competitive toy market.

Paper Citation

in Harvard Style

Xu T. (2025). A Case Study of Jellycat’s Marketing Success and Pathways to Global Expansion. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 284-288. DOI: 10.5220/0013990200004916

in Bibtex Style

@conference{prmc25,
author={Tianyi Xu},
title={A Case Study of Jellycat’s Marketing Success and Pathways to Global Expansion},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={284-288},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013990200004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - A Case Study of Jellycat’s Marketing Success and Pathways to Global Expansion
SN - 978-989-758-778-8
AU - Xu T.
PY - 2025
SP - 284
EP - 288
DO - 10.5220/0013990200004916
PB - SciTePress