Analysis of Jellycat Emotional Marketing Strategy and Branding

Xiran Ye

Arts and Communication School, China Jiliang University, Hangzhou, China

Keywords: Emotional Marketing, Branding, Economics of Healing.

Abstract: In contemporary society, with the improvement of material living standards and the transformation and

upgrading of consumer attitudes, consumers are paying more and more attention to the acquisition of

emotional value on the basis of meeting functional needs. Fierce market competition has prompted emotional

marketing to gradually become the core strategy for brands to build differentiated competitive advantages.

The article takes Jellycat brand as an example, and conducts an in-depth investigation on the use and

effectiveness of emotional marketing on branding. By analyzing Jellycat's market positioning, product design

and emotional marketing strategy, as well as its brand strategy, the article reveals the company's success in

the “ healing economy ” environment. The results of the study show that emotional marketing can

significantly increase consumers' brand awareness, favoritism and loyalty, and also provide valuable lessons

for other brands. In the age of experience economy, emotional resonance can be integrated into the whole

process of product development, brand communication and user operation, which can effectively strengthen

the emotional memory of consumers, and then be transformed into a lasting competitive advantage in the

market.

1 INTRODUCTION

In the post epidemic era of social change, Generation

Z (born 1995-2009) is experiencing an unprecedented

emotional crisis. Data show that the incidence of

anxiety disorders has increased by 25% globally

compared to the pre-epidemic period, with 63% of

those aged 18-35 years old. This collective lack of

emotion has given rise to the prosperity of the

“loneliness economy” - research reports indicate that

72% of consumers are willing to pay a premium for

products with emotional soothing features, and the

size of the emotional consumption market will exceed

$1.2 trillion in 2023. As a result, the logic of

consumer decision-making has undergone an

essential shift - from traditional “maximization of

functional utility” to “emotional value resonance” -

which requires brands to redefine the path of value

creation.

At the same time, the global plush toy market is

experiencing structural changes, data show that the

proportion of adult consumers (over 18 years old) will

reach 43% in 2023, up 14 percentage points from

2018, with women aged 25-34 years old becoming the

https://orcid.org/0009-0007-9953-9573

core consumer group (NPD, 2023). Against this

backdrop, Jellycat has realized explosive growth in

the Chinese market. During 2018-2023, the

compound annual growth rate of its revenue is as high

as 47%, while the premium of its main product

Bashful Bunny series on the second-hand trading

platform even exceeds 680%. This phenomenon

reflects the paradigm shift of the traditional toy

industry from “a tool for children's entertainment” to

“a vehicle for adult emotions”, and Jellycat's success

is not only due to its quality product design, but also

because it Jellycat has been successful not only

because of its quality product design, but also because

it has turned plush toys into a high-premium

emotional symbol to cater to consumers' emotional

needs through emotional marketing.

As a new marketing strategy, emotion marketing

has attracted a lot of attention from both academics

and the industry in recent years. However, most of the

existing research focuses on the theoretical

framework and general application of emotional

marketing, but lacks in-depth analysis of the success

of specific brands, and the success of Jellycat brings

a lot of real-world basis for the research of emotional

Ye, X.

Analysis of Jellycat Emotional Marketing Strategy and Branding.

DOI: 10.5220/0013832800004719

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics (ICEML 2025), pages 69-75

ISBN: 978-989-758-775-7

marketing, and helps to deeply understand the

mechanism of emotional marketing on branding,

especially in the environment of the “healing

economy” and consumer upgrading. The success of

Jellycat brings a lot of practical evidence to the study

of emotional marketing and helps to deeply

understand the mechanism of emotional marketing on

branding, especially in the “healing economy” and

consumer upgrade. By deconstructing Jellycat's

emotional marketing strategy, this study aims to

provide a reference framework for other brands to

implement, thus enriching the theoretical system of

emotional marketing.

This study is dedicated to answering two key

questions, how Jellycat transformed an average plush

toy into an emotional symbol with 300% premium

potential through careful product design, effective

marketing and promotion, and community

management strategies; and how the brand's

emotional marketing strategy affects consumer

decision-making.

By analyzing Jellycat's emotional marketing

strategy, people can reveal how it enhances the

brand's emotional value from the aspects of product

design, social media interaction and consumer

experience. At the same time, based on Jellycat's

successful experience, a set of operable emotional

marketing implementation framework is proposed, in

order to be useful for other brands.

This paper adopts the case study method to deeply

analyze the emotional marketing strategy of Jellycat

brand and its market performance. By collecting

brand development history, market data and

consumer feedback, the key factors of its success are

analyzed.

2 JELLYCAT BRAND

OVERVIEW

2.1 Brand History and Development

Jellycat was founded in 1999 by brothers William

Gatacre and Thomas Gatacre. The name comes from

the founders' four-year-old son, who loves both jelly

and cats and coined the word “Jellycat,” which is a

fun combination that expresses the brand's unique,

soft and healing style. Jellycat focuses on the

development and manufacture of plush toys for

people aged 0-100 years old, not only providing safe

and soft toys for babies, but also healing and

accompanying thousands of adults.

In the early days of the brand, Jellycat mainly

focused on the European market, through high-end

department stores and boutique toy stores and other

niche channels to gradually build up the brand's

reputation. As the brand's influence continues to

expand, Jellycat began to focus on the global market,

and gradually expand its market territory through a

multi-channel sales strategy. After entering the

Chinese market, Jellycat chose to cooperate with

mainstream e-commerce platforms such as Jingdong

and Taobao, and opened flagship stores on these

platforms. This channel strategy not only ensures

brand exposure, but also ensures the high-end

positioning of the products.

2.2 Brand Positioning and Marketing

Strategy

Jellycat is positioned not only as a plush toy, but also

as an arena for conveying feelings and establishing

warm connections. This position makes its products

are not only toys, but also emotional support and

healing medium. The traditional plush toy market is

centered on children as the central consumer group.

However, Jellycat has expanded its target market to

adults, especially young people in urban areas. These

young people work in a stressful environment, fast-

paced lifestyle, the need for emotional support and

healing, Jellycat to give the “warmth” and “comfort”

just to meet their requirements. In Jingdong, Taobao

and other platforms, there are a lot of user reviews

show that not only parents buy these dolls for their

children, there are also many adult consumers to buy

them dolls, and even used by some people as home

decoration, soothing the soul.

With the upgrading of consumption and

increasing pressure of life in recent years, the

“healing economy” is gradually emerging.

Consumers are more concerned about their emotional

fulfillment and inner freedom, and Jellycat has

brought great opportunities to the market. through the

design of products with warmth and healing

characteristics, Jellycat has successfully catered to the

emotional needs of consumers, which has been

transformed into a market advantage. According to

statistics, the global plush toy market will grow from

63.93 billion yuan in 2020 to 77.697 billion yuan in

2024, with a compound annual growth rate of 9.2%,

and Jellycat is particularly prominent in this growth

trend, which further proves its precise positioning in

the field of emotional consumption.

Jellycat's marketing strategy also includes product

design differentiation and high quality, Jellycat did

not choose to fight a price war, but to win with

ICEML 2025 - International Conference on E-commerce and Modern Logistics

differentiated design and high quality products.

Jellycat's products include the classic Bonny Rabbit

and the Fruit and Vegetable series, which are

innovative and optimized in terms of shape, touch and

emotional expression. In addition, Jellycat has also

launched many novel fruit and vegetable dolls. These

fruits and vegetables dolls not only look interesting,

but also give the dolls a richer meaning, such as

representing a healthy, natural and positive lifestyle.

This innovative design strategy has enriched the

brand's product line and enabled the brand to attract

more consumers.

3 THEORETICAL

FOUNDATIONS OF

EMOTIONAL MARKETING

3.1 Definition of Emotional Marketing

According to the research, Barry Feig (1988) in his

book “Marketing - Attacking the Heart” first

introduced emotion into marketing theory in a

comprehensive way and named it “emotional

marketing”. He believed that image and emotion are

the source of power in the marketing world, and that

understanding customers' needs and meeting their

requirements to build a strategic product model is the

key to success in the modern marketing market. After

that, Li Jin and Li Jinkui (2005) pointed out in the

book “Emotional Marketing” that emotional

marketing is to take the consumers' personal

emotional differences and needs as the core of the

enterprise's marketing strategy, throughout the entire

marketing process, and then through the emotional

branding, emotional products, emotional prices,

emotional distribution, emotional promotions, and

other strategies to achieve the enterprise's business

objectives. This is also a commonly accepted and

recognized definition within the academic

community.

Comprehensively, the above analysis can be

concluded that emotional marketing is a marketing

strategy that focuses on consumers' emotions and

strengthens the association between brands and

consumers by stimulating and applying consumers'

emotional responses. In short, emotional marketing is

to take consumers' personal emotional differences

and needs as the core of a company's marketing

strategy (Jing, 2022). It does not just focus on the

functional features of a product, but also places high

importance on the emotional value and user

experience that a product or service can convey.

Emotional marketing aims to create a deep psycho-

emotional connection between consumers and the

brand through emotional resonance in order to

enhance brand loyalty and consumer purchase

intention.

3.2 Characteristics of Emotional

Marketing

In the process of emotional marketing, “emotion” is

the connection between customers and brands, and is

an important factor in the interaction between people

and brands (Xu

, 2015). The core features of emotional

marketing are reflected in the following five

dimensions, each of which has profoundly reshaped

the way modern brands connect with consumers.

3.2.1 Emotional Migration of Value Anchors

The essence of emotional marketing is to make the

consumer decision driver change from product

function to emotional resonance. Research shows that

emotional responses can quickly activate the brain's

limbic system and thus play an important role in the

decision-making process (Xia, 2022), which allows

brands to construct consumer perceptions more

effectively by stimulating joy, belongingness or

healing emotions. In the case of Jellycat, for example,

its ultra-soft touch design inspires consumers' desire

for comfort, elevating it from an ordinary plush toy to

a tool for emotional sustenance. According to the user

survey, as much as 73% of the purchase intention

comes more from the emotional demand than the

actual function.

3.2.2 Deep Immersion of Interactive

Experience

Contemporary emotional marketing breaks the one-

way communication mode of traditional advertising

and constructs a multi-sensory synergistic immersion

experience. This kind of interaction not only involves

basic senses such as vision and hearing, but also

extends to tactile feedback, olfactory memory and

even proprioception. Such a multidimensional

synergy of senses can make the brand memory

retention rate reach 3.2 times.

3.2.3 Ritual Construction for Value

Transmission

Brands can strengthen emotional memory by turning

consumption behaviors into symbolic rituals.

Research has shown that the act of symbolization can

increase the strength of emotional memory by 2.8

Analysis of Jellycat Emotional Marketing Strategy and Branding

times. Custom embroidery for Jellycat dolls and

naming services for Starbucks custom cups can turn

mundane transactions into emotional rituals.

3.2.4 Long-Term Extension of the Effect

Cycle

Unlike traditional marketing, which seeks instant

conversion, emotional marketing has a significant

long-tail effect. Although the initial input-output ratio

is lower than that of performance advertising, its user

lifecycle value (LTV) can be up to 3.7 times higher

than that of traditional methods after 12 months.

Jellycat's private-domain users spend an average of

$324 per year, which is 2.3 times higher than that of

its public-domain users, and this continuous

emotional connection gives brands a structural

advantage in the face of rising traffic costs.

3.2.5 Symbolic Transformation of Social

Identity

Emotional marketing ultimately transforms products

into social identity symbols, forming a cultural circle

barrier. When consumers through the Jellycat doll

combination to build “emotional personality portrait”,

or in the social media to show the number of dolls

they have, the product has evolved into a social

relationship in the meaning of the symbol.

The core logic of emotional marketing is formed

by these five characteristics together, from the

neurological level to the socio-cultural context, from

immediate response to long-term operational strategy,

building a value creation framework that covers the

entire process of consumer decision-making. This

paradigm shift is particularly important today, when

attention spans are scarce - consumers are exposed to

more than 5,000 advertisements a day, and only

emotional resonance can cut through the noise and

enable them to establish true brand loyalty.

3.3 Emotional Marketing Strategies

and Methods

As the development of marketing becomes more and

more perfect, emotional marketing is one of the most

effective and difficult to realize. It must combine the

consumer's personal emotional differences with the

company's brand needs, through emotional design,

emotional packaging, emotional price and emotional

service and other aspects of the strategy to achieve the

company's business objectives (Ding, 2016).

3.3.1 Emotional Design

The essence of emotional design is to organically

integrate specific emotional elements into the product

value system through the accurate positioning of

emotional touchpoints, so that consumers can

naturally trigger the preset emotional linkage

mechanism when using the product. For example,

taking the economic phenomenon of urban youth

loneliness as the object of research, the soothing

product and the value of companionship are bundled

in depth, and with the help of accurate emotional

coding, the consumer motivation is effectively

initiated.

3.3.2 Emotional Packaging

Emotional packaging is a marketing strategy that

injects emotional elements into product packaging to

build consumers' emotional resonance. This

emotional penetration can not only be expressed in

the packaging form of innovation, but also through

the color language and styling symbols of this visual

system to complete, the core is to stimulate the target

user to produce emotional identity, and then drive

consumer behavior.

3.3.3 Emotional Price

Consumer decisions with price as a key variable have

an emotional leverage effect on marketing strategies.

Research has found that willingness to pay can be

increased by 42% through emotionally driven pricing

strategies, especially in the field of high-end

emotional consumer goods, where a reasonable price

premium not only strengthens the status symbol of the

product, but also builds a solid psychological identity

by satisfying consumers' emotional projection and

self-realization needs. Jellycat's success is due to the

fact that the core of its product premium does not lie

in the plush material itself, but in its role as an

“emotional soother”, the purpose is to allow

consumers to be willing to pay 3.8 U.S. dollars for

each gram of cotton as an emotional added value, in

order to maintain the symbolic value of the brand as

a tool for emotional transfer.

3.3.4 Emotional Services

Emotions are bipolar, i.e. positive and negative.

Consumers react very differently to the two different

types of emotions - positive and negative. Businesses

aim to evoke positive emotions from consumers and

strengthen them continuously. However, in the reality

of marketing activities due to the lack of

ICEML 2025 - International Conference on E-commerce and Modern Logistics

understanding of emotional marketing or operational

errors and often produce deviation or even contrary to

expectations.

4 JELLYCAT'S MARKETING

STRATEGY

4.1 Product Design and Emotional

Value

Through the three-dimensional design strategy of

“Sensory Touch - Symbolic Narrative - Scene

Extension”, Jellycat implanted emotional values into

its product genes, successfully positioning the brand

not only as a toy, but also as an emotional companion

that can evoke a sense of warmth, healing and

companionship.

4.1.1 Classic Bonnie Rabbit: Creating a

Brand Symbol

Bonnie Bunny is the brand symbol and the sales play

of Jellycat. It is simple and cute design not only

attracts children, but also captures the hearts of a large

number of adult consumers. On social media, the

bunny rabbit has become a cultural symbol, and many

consumers regard it as a must-have element for taking

photos, or even a symbol of the warm atmosphere of

the family. This symbolic design of the brand enables

Jellycat to stand out among many similar products

and form a “moat” for the brand.

4.1.2 Creative Fruit and Vegetable Series:

Pushing the Boundaries of Traditional

Design

Jellycat is not only limited to the traditional animal

dolls, but has also launched a large number of

innovative fruit and vegetable dolls. These fruits and

vegetables dolls not only look interesting, but also

give the dolls a richer meaning, such as representing

health, nature and a positive lifestyle. This innovative

design strategy not only enriches the brand's product

line, but also enables it to appeal to a more diverse

consumer base.

4.1.3 Anthropomorphic Portrayal

Through anthropomorphic image building, Jellycat

enhances the emotional connection of its products.

The brand creates exclusive personas for the dolls,

giving them life and personality, so that consumers

can establish an emotional connection with the dolls

during the purchase and use process. For example, the

brand has set up a page on its website called “Old

Friends Who Do Not Want to Say Goodbye”, which

includes information about retired dolls, evoking

nostalgia and enhancing brand loyalty.

4.2 Social Media and Emotional

Engagement

Jellycat has successfully built a culture of

engagement through social media and user-generated

content (UGC). Consumers are not only consumers of

the brand, but also evangelists and creators of the

brand. By sharing their stories and photos, consumers

participate in brand building and form a strong brand

community.

4.2.1 Social Media Strategy: Word-of-

Mouth and Community Building

Traditional media marketing is mostly a one-way

information transfer, information is more

authoritative and professional, but for the majority of

platform users will widen the communication

distance and thus more difficult to produce a sense of

empathy. Social media marketing greatly reduces the

distance between the enterprise and the user, the user

in this open space can create or publish content,

comments, sharing, socializing, greatly improving

people's participation, the enterprise in the process

can also greatly increase the viscosity between the

customer (Qiao, 2023).

Jellycat values the power of social media and has

expanded the brand's reach by interacting with

consumers and organizing online and offline events.

Users do not just show off their Jellycat dolls on

social media, they also take the initiative to write

stories and pictures for them, and this kind of user-

generated content (UGC) has turned into a powerful

tool for brand promotion. Taking Xiaohongshu as a

platform, the #Jellycat topic has had hundreds of

millions of views and up to 500,000 notes, which has

formed a strong brand influence (Liu, 2025).

4.2.2 Interactive Experience Activities

Jellycat enhances consumers' emotional engagement

through time-limited experience stores and

interactive activities. For example, the brand's time-

limited experience store in Shanghai attracted young

people from all over the country to experience and

consume the product. In addition, the brand also

enhanced the emotional experience of consumers

Analysis of Jellycat Emotional Marketing Strategy and Branding

through interactive activities such as “Be careful of

the thorns when eating sea cucumbers”.

4.3 Social Media and Emotional

Engagement

Based on the theory of user experience elements,

Jellycat pays attention to the optimization of user

experience from product design, packaging and after-

sales service. From product design, warmth and

healing, packaging details to personalized after-sales

service, Jellycat strengthens consumers' emotional

connection with all-round user experience design.

4.3.1 Packaging Design: Warmth in the

Details

Jellycat's gift boxes are packaged in warm colors and

soft materials, allowing customers to appreciate the

brand's exquisite care the moment they unwrap their

gifts. In addition, the brand adopts the marketing

strategy of limited edition and festival to stimulate

consumers' desire to buy and collect.

4.3.2 After-sales Service: Personalized

Service

Jellycat offers personalization services, such as

embroidering names or special wishes on dolls, a

personalization strategy that greatly enhances the

added value and emotional connection of the product.

4.3.3 Interactive Rituals: Building

Emotional Connections

Jellycat creates interaction rituals between users and

dolls, such as the “Activation Ritual” card attached to

the tag, which aims to establish a connection between

users and dolls from action to emotion the moment

they get the dolls (Feng, Sun, 2024). This interactive

ritual not only enhances consumers' identification

with the product, but also makes the dolls an integral

part of their lives.

5 PROBLEM ANALYSIS

5.1 The Challenges of Emotional

Marketing

5.1.1 The Dilemma of Building Emotional

Empathy

Emotional resonance is at the center of emotional

marketing, but it is not easy to build. Neuroscience

research has shown that effective emotional

resonance requires the activation of both the mirror

neuron system and the default mode network (DMN),

which puts stringent demands on a brand's narrative

capabilities. Brands need to understand the inner

needs of their target audience in order to design goods

and services that can truly move consumers' feelings.

For example, Jellycat has successfully established an

emotional connection with consumers through

anthropomorphic product design and brand

storytelling, but this connection requires constant

investment and optimization to maintain.

5.1.2 Accumulation of the Risk of False

Sentiment

Emotional marketing emphasizes the emotional

connection between the brand and the consumer,

which may lead to “emotional inflation” as it evolves

into a standardized operational process: brands use

too many emotional symbols, resulting in

diminishing marginal benefits. In other words, if a

brand conveys emotions that are not authentic or do

not match the actual experience of the consumer, it

may cause a crisis of trust and resentment. jellycat

uses real stories and user-generated content (UGC) to

strengthen emotional resonance, but brands need to

ensure their authenticity and avoid over-marketing.

6 RAISE A SUGGESTION

6.1 Precise Targeting

Brands need to identify their target audience and gain

insight into their emotional needs; Jellycat has

successfully captured the dividends of the “healing

economy” in expanding its target market from

children to adults. Through market research and user

feedback, the brand has been able to pinpoint the

emotional needs of its target audience and design

products and services that can touch consumers'

hearts.

6.2 Utilize Social Media Interaction

Social media plays an important role in emotional

marketing, through social media brands can establish

emotional interaction with consumers.Jellycat has

successfully expanded its brand influence by

combining user-generated content (UGC) and brand

community building. Brands can enhance consumer

emotional engagement by placing quality content,

ICEML 2025 - International Conference on E-commerce and Modern Logistics

organizing interactive activities and encouraging

users to share.

6.3 Optimize Consumer Experience

Consumer experience plays an important role in

emotional marketing, and brands need to convey

emotions from the details of packaging design and

after-sales service, Jellycat has successfully improved

consumer experience with its unique packaging

design, personalized customization service and the

opening of offline flash stores, etc. Brands can

improve consumer experience by optimizing

packaging design, providing personalized

customization service and opening offline flash

stores. Brands can optimize packaging, provide

personalized service and offline activities to enhance

the emotional experience of consumers.

7 CONCLUSIONS

This study examines the Jellycat brand's emotional

marketing strategy and reveals the brand's success in

the context of the “healing economy.” Jellycat's

precise positioning has enabled it to expand its target

market from the traditional children's demographic to

adults, especially young people, and to capture the

“healing economy” dividend. Jellycat has

successfully captured the dividends of the “healing

economy”. Through the classic Bonnie Bunny,

creative fruit and vegetable series and

anthropomorphic image shaping, Jellycat has

successfully conveyed the emotional values of

warmth, healing and companionship to satisfy the

emotional needs of consumers, which not only

improves brand awareness and goodwill, but also

increases consumer loyalty. On this basis, Jellycat has

successfully built a participatory culture in social

media interaction, user-generated content (UGC) and

brand community building. Consumers are not only

brand consumers, but also brand evangelists and

creators. This emotional marketing strategy enhances

the emotional value of the brand while expanding its

impact.

The theoretical value of this study lies in

expanding the boundaries of the application of

emotional marketing theory, enriching the theoretical

system of emotional marketing through the carrier of

plush toys, and revealing the mechanism of emotional

marketing in branding by deconstructing Jellycat's

successful experience, especially in the context of

“healing economy” and consumer upgrading. Only by

grasping the demands of young consumers who are

eager to be noticed, understood and recognized, and

by providing them with a stage to express their

emotions and show themselves with an open,

innovative and empathetic attitude, can a brand truly

capture the hearts of young consumers. (Yan, 2024).

The practical value of this study is to provide a

framework for other brands to implement emotional

marketing that can be learned from, helping brands to

better satisfy consumers' emotional needs and

enhance brand competitiveness.

In the future, the study of emotional marketing

can be approached from the perspective of how to

keep the concept of “healing” and “companionship”

fresh in the minds of brands. It may be necessary to

monitor the dynamics of emotional marketing

strategies over time to see how they evolve over time

and in different environments to meet the changing

needs of the market and consumers. On this basis, it

is also possible to discuss the strategies and

effectiveness of emotional marketing in different

cultural contexts and analyze the role of cultural

differences in emotional resonance. In the European

and American markets, emotional marketing

strategies may need to be adjusted accordingly.

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Analysis of Jellycat Emotional Marketing Strategy and Branding