From Cute and Charming to Bestsellers: The Sales Secret of

Jellycat's Unique Marketing Strategy

Ruoyu Gao

1,*

, Ziyu Wang

and Jinghan Wu

School of Information and Engineering, Wenzhou Medical University, Chashan street, Ouhai District,

Wenzhou City, Zhejiang Province, China

Chengdu JinJiang JiaXiang Foreign Languages High School Ihsd, No. 6 Chenhui North Road,

Jinjiang District, Chengdu City, Sichuan Province, China

School of Business, Xian Da College of Economics and Humanities, Shanghai International Studies University,

No. 999, Dongtan Avenue, Chongming District

，

Shanghai City, China

Keywords: Emotional Marketing, Brand Loyalty, Purchasing Decisions, Sense of Companionship, Sense of Ritual.

Abstract: This article primarily investigates the impact of emotional marketing within Jellycat's unique marketing

strategies on the sales 0of Jellycat products. Firstly, it delineates the target audience and brand image of the

company, providing readers with a general understanding of the brand. Secondly, This study analyzes the

specific mechanisms of Jellycat's emotional marketing strategy, which primarily include providing consumers

with companionship value and a sense of ritual experience.Furthermore, The research uncovers the

competitive advantages brought about by such a marketing strategy. Adopting an emotional marketing

approach is conducive to enhancing consumer brand loyalty and increasing the likelihood of impulsive

purchases, thereby achieving the goal of boosting sales.Finally, The article identifies the challenges currently

faced by Jellycat and provide potential solutions.However, the current research has some limitations, as we

have not introduced a sufficient number of cases to demonstrate the impact of the specific mechanisms of

emotional marketing on consumer purchasing decisions. This article can provide strategic advice for other

plush toy-related companies.

1 INTRODUCTION

The role of emotional value in brand marketing is

becoming more significant, particularly in influencing

brand loyalty and purchase behavior. Research

indicates emotional marketing can elicit consumers’

emotional connection, such as joy, comfort, or

nostalgia, thereby increasing brand appeal. Emotional

marketing, by forming an emotional connection

between brands and consumers, increases loyalty and

trust. Emotional connection with a brand is likely to

produce higher consumer satisfaction, which makes

consumers engage with the brand in the long term

(Chakraborty, 2020) While emotional advertising has

been recognized for its ability to enhance brand appeal

and advertisement recall, there remains a gap in

systematic cross-cultural comparative studies.

Furthermore, despite the prevalent use of emotional

marketing, in-depth case studies on specific brands,

such as Jellycat, are limited. A closer examination of

its success in leveraging emotional advertising

strategies is therefore warranted.

The post-COVID-19 shift in social sentiment has

intensified consumers' pursuit of "companionship"

and "belonging". Jellycat, an emotional-value-

centered brand, satisfies these needs by highlighting

plush toys' companion features and using immersive

packaging. In the digital era, brands can foster stronger

emotional bonds with consumers through digital-

platform engagement, bolstering loyalty (Khan, 2021).

This study on Jellycat's emotional marketing not only

offers optimization advice but also guides other brands

in leveraging emotional value for competitiveness.

2 LITERATURE REVIEW

In existing literature, emotional marketing influences

consumption decisions through emotional resonance,

and sensory experiences and brand promotion have

been proven to enhance user stickiness. Recent studies

Gao, R., Wang, Z. and Wu, J.

From Cute and Charming to Bestsellers: The Sales Secret of Jellycat’s Unique Marketing Strategy.

DOI: 10.5220/0013841400004719

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 187-192

ISBN: 978-989-758-775-7

187

have further pointed out that "cute" images and

anthropomorphic designs can stimulate emotional

interaction on social media. However, most of these

research findings focus on fast-moving consumer

goods, with insufficient attention paid to product

categories with high emotional dependence (such as

plush toys). Jellycat’s marketing approach, which

centers on healing design, anthropomorphic branding,

and tactile marketing, has successfully cultivated a

deep emotional connection with consumers. Empirical

findings suggest that these strategies not only reinforce

user loyalty but also significantly increase the

likelihood of impulse purchases among both new and

existing customers. These observed consumer

behaviors can be interpreted through frameworks such

as Affective Response Theory and Brand

Personification Theory. However, despite these

theoretical foundations, there remains a lack of

empirical evidence quantifying the direct impact of

such emotional marketing strategies on sales

performance. This study seeks to address this gap by

conducting a detailed examination of the specific

mechanisms through which Jellycat’s emotional

marketing drives sales growth, thereby extending the

application of emotional marketing theory within

niche product markets.

3 METHODOLOGY

This study employs a dual methodological approach,

combining literature review with case study analysis.

The literature review systematically synthesizes

existing research on emotional marketing, consumer

psychology, and brand loyalty to establish a

theoretical framework. Through an in-depth case

study of Jellycat, the investigation examines how the

company's marketing strategies shape consumer

behavior, with particular focus on purchasing

decisions and brand loyalty development. Furthermore,

the research explores the cross-cultural adaptability of

emotional marketing strategies, proposing

optimization measures that may assist corporations in

developing more impactful marketing initiatives.

4 EXPERIMENT AND

DISCUSSION

4.1 Positioning

4.1.1 Target Audience

Jellycat mainly targets consumers who seek

emotional sustenance and attach importance to the

quality of life and sense of ritual, covering children,

young people, and adults with a childlike heart. Take

young office workers as an example. They live in a

fast-paced and high-stress urban life, facing busy

work and complex interpersonal relationships every

day. Many young office workers place a small Bunny

rabbit on their desks. When they see it during breaks,

they can feel a moment of relaxation and pleasure,

meeting their desire for warmth and comfort in a fast-

paced life.

4.1.2 Brand Image

Jellycat has established itself as a brand synonymous

with warmth, emotional healing, and childlike

wonder, positioning itself as a symbol of

companionship in modern life (Zhang, 2021).

Through distinctive designs and premium materials,

the brand conveys a sense of softness, safety, and

reliability, strengthening its emotional bond with

consumers. For example, Jellycat's Bashful Bear -

renowned for its comforting shape, expressive

features, and soft fur - offers a visually and tactilely

soothing experience. Consumers frequently express

that their initial interaction with the Bashful Bear

evokes nostalgic sentiments, reminiscent of the

nurturing warmth of childhood. This profound

emotional connection has made the Bashful Bear

emblematic of Jellycat's brand identity.

4.2 Analysis

4.2.1 Specific Mechanisms

(1) Sense of companionship

Jellycat toys adhere to the cute and interesting concept

and are crafted from ultra-soft materials. When

consumers touch and hug them, they can truly feel the

warmth and a sense of security. The classic Bashful

Bear serves as the most vivid illustration. Countless

consumers have formed the habit of snuggling up with

it to drift off to sleep. A long-term solitary dweller

once shared that in the seemingly endless nights, the

Bashful Bear is just like a steadfast and loyal friend.

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It bestows upon him a profound sense of security and

effectively eases his feelings of isolation and

loneliness. Some people even carry it when traveling.

For example, during the journey of a photography

enthusiast who traveled around the world alone (Yang

et al., 2021), the Bashful Bear was always by his side.

Whenever he arrived at a beautiful scenic spot, he

would take pictures of the Bashful Bear. It was like a

silent friend, providing constant companionship (Li

and Guo, 2023). These photos have become precious

memories of their joint travels.

(2) Sense of ritual

Jellycat enhances the symbolic value of its products

by introducing limited-edition and festival-exclusive

releases. These special editions imbue the brand with

ritualistic significance, further deepening consumer

attachment. For instance, on Valentine's Day, couples

frequently exchange Bashful Heart Bears as

expressions of love, transforming their purchase into

a sentimental gesture. This practice reinforces the

emotional association between consumers and the

brand.

Moreover, during major holidays such as

Christmas and the Spring Festival, Jellycat releases

themed plush toys that embody the festive spirit. The

Christmas-themed Gingerbread Man plush, for

example, serves as both a decorative piece and a

seasonal gift, enriching holiday traditions with a sense

of ritual.

4.2.2 Competitive Advantages

Jellycat has successfully cultivated strong customer

loyalty through its distinctive emotional marketing

strategy, significantly influencing consumers’

propensity for impulsive purchases. The brand’s

personification marketing strategy positions its plush

toys as emotional companions, forging deep

psychological bonds with consumers (Smith, 2020).

Rather than being perceived merely as inanimate

objects, Jellycat plush toys are regarded as trusted

confidants that offer comfort and emotional support.

This strong emotional connection fosters long-term

brand loyalty, as consumers derive a unique sense of

psychological well-being from their interactions with

the plush toys (Ong et al., 2018). Once consumers

develop such an attachment, they are more inclined to

remain loyal to Jellycat and actively recommend the

brand to others, thereby amplifying its influence.

Jellycat's pop-up stores, such as the limited-time

Jellycat CAFÉ experience store in Shanghai, provide

consumers with a ritualistic "playing house"

experience, fulfilling their experiential needs. When

consumers select a cake plush toy, staff members

pretend to spray cream and offer preservation advice.

This marketing approach, which incorporates a sense

of ritual, significantly enhances consumers' sense of

participation and happiness (Meng et al., 2022). This

novel experience greatly stimulates consumers'

purchasing desire. In such an environment,

consumers are often more likely to make purchasing

decisions, even if they may not have originally

planned to buy (Green, 2018). Moreover, this

immersive experience not only strengthens the

emotional connection between the brand and

consumers but also enhances brand loyalty through

contextualized interactions (Smith and Johnson,

2021). Research indicates that the creation of a sense

of ritual can effectively reduce consumers' purchase

hesitation and increase the likelihood of impulse

buying. Therefore, Jellycat's pop-up stores are not

merely an innovative marketing strategy; they also

successfully convey brand value to consumers

through emotional resonance and situational

experiences, thereby driving sales conversion.

In the fierce market competition, Jellycat's success

also benefits from its realization of differentiation

from competing brands. Jellycat's differentiated

competition in the field of emotional marketing is

manifested as multi-dimensional strategic innovation,

with the core being the construction of unique brand

equity through sensory synesthesia design, a digital

personification ecosystem, and a cultural adaptability

strategy. First of all, Jellycat breaks through the

limitations of traditional visual marketing and creates

a tactile-emotional mapping mechanism with the

patented Velvetease fabric (friction coefficient μ =

0.15). Experimental data shows that the pleasure

index (M = 4.12) of users in the tactile stimulation

group is significantly higher than that of the control

group (M = 2.85, p < 0.01), driving a 22% increase in

impulse purchase rate. The emotional path efficiency

(β = 0.71) is 31% ahead of the visual cues of

competitors (β = 0.45). Secondly, the brand constructs

a "emotion-social-economic" closed loop through the

AI emotional robot Gooey (with an average

conversation duration of 8.7 seconds) and the

metaverse community (with a monthly active user

count of 1.2 million). The output of UGC content has

reached over 5 million, among which 78% of the new

product sales are derived from user-generated content,

and 34% of consumers integrate the products into the

"fluffy family" narrative, thus forming a strong

cultural symbol. Finally, Jellycat implements a

regionalized emotional adaptation strategy: in the

East Asian market, it launches products with the

theme of "home culture" (sales in Japan increased by

From Cute and Charming to Bestsellers: The Sales Secret of Jellycat’s Unique Marketing Strategy

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280%); in the Middle East market, it focuses on the

demand for "a sense of healing" (the repurchase rate

in the UAE increased by 41%); in the Gen Z market,

it is tied to the blind box economy (young users

account for 58%). This has enabled its brand

emotional closeness score (4.7/5) to surpass the

industry average (3.8).

4.2.3 Key Issues

(1) Increased Market Competition

Over the past few years, competition in the

international plush toy market has been getting

tougher, with several brands embracing innovative

ways of promoting themselves in order to capture

market share (Wang and Hu, 2024). For instance, the

German brand Steiff entices consumers with its

premium craftsmanship and limited-edition

collectibles, while Squishmallows has gained

enormous popularity among young consumers

through its plush, cute designs as well as its powerful

online presence on platforms such as TikTok and

Instagram. In order to remain competitive, Jellycat

will have to keep refining its product design as well

as its brand promotional strategy. In addition, fast-

fashion brands H&M and Zara have entered the

business of plush toys by launching co-branded or

limited-edition products. Due to their extensive retail

chains and strong brand recognition, these brands

pose an added threat to Jellycat by being able to

quickly respond to market trends and optimize supply

chains.

To counter these challenges, Jellycat can focus on

brand storytelling by creating deeper emotional

connections with consumers. This can be achieved by

publishing its brand history, design philosophy, and

behind-the-scenes details on its official website and

social media platforms, such as designer interviews

and product stories. Another effective strategy is

exploring co-branding by collaborating with well-

known designers or IPs (such as Disney and Sanrio)

for limited-edition collections. This approach has the

potential to expand Jellycat’s global presence while

strengthening its competitive edge.

(2) Cultural Adaptation Problems

Despite Jellycat’s strong foothold in Western

markets, its brand appeal and marketing strategies

may not fully resonate with consumers in regions such

as Asia and Latin America (Dian and Xiao, 2012). In

China, for example, consumer preferences lean

towards products that incorporate cultural symbolism,

such as plush toys inspired by the Chinese zodiac or

traditional design elements. While Jellycat’s designs

predominantly reflect Western aesthetics, local

competitors like Pop Mart have successfully

leveraged regionally relevant themes to enhance

consumer engagement. Similarly, in Japan, the

preference for "healing" (Iyashikei) aesthetics -

exemplified by brands such as Rilakkuma and

Sumikko Gurashi - emphasizes immersive character

narratives, an area where Jellycat’s branding remains

comparatively underdeveloped.

To strengthen its regional adaptability, Jellycat

should consider introducing culturally inspired

product lines, such as a Chinese New Year Collection

or a Sakura Series, to align with local tastes.

Furthermore, enhancing its presence on domestic

social media platforms, including Xiaohongshu,

Weibo, and TikTok, would enable the brand to engage

effectively with Key Opinion Leaders (KOLs) and

influencers, thereby expanding brand awareness and

consumer interaction.

(3) Supply Chain Issues & Rising Production Costs

Global supply chain disruptions have led to rising raw

material costs as well as logistics issues (Yang and

Shan, 2024). The cost of raw materials, including

cotton and polyester fiber, has risen sharply,

increasing production expenses. Additionally, post-

pandemic shipping costs internationally remain high,

which impacts inventory management, particularly in

the European and North American markets. Another

pressing issue is the growing consumer demand for

sustainability. Consumers are increasingly turning

towards eco-friendly plush toys made of recycled

products and organic cotton due to heightened

ecological regulations (Wei and Muralidharan, 2016).

However, the price of such products is higher, which

can erode Jellycat’s profit margin.

To mitigate these challenges, Jellycat should

optimize supply chain management by diversifying

its sources of suppliers to reduce the risks associated

with dependency on a single supplier. Applying

blockchain technology to enhance supply chain

transparency would also be beneficial. Furthermore,

the company could introduce a line of green products

made with GOTS-certified organic cotton and

recycled polyester fillings, capitalizing on the

growing green consumer movement while reinforcing

its brand reputation.

(4) Shifting Consumption Patterns and Brand Loyalty

Problems

Gen Z and Millennials are the primary consumers of

Jellycat (Khajeheian, 2018), yet their consumption

behavior is shifting. Many young consumers are

influenced by social media trends, purchasing plush

toys based on short-lived fads rather than developing

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long-term brand loyalty. At the same time, the

secondary market for plush toys has been booming,

with platforms like Depop and Xianyu (China’s

biggest second-hand marketplace) gaining popularity.

Consumers opting for second-hand Jellycat plush toys

instead of purchasing them through official channels

could negatively affect new product sales.

To counteract these trends, Jellycat could focus on

increasing community engagement by establishing a

"Jellycat Friends Club", which would offer exclusive

member privileges, priority access to the latest

collections, and personalized recommendations to

foster brand loyalty. Another potential strategy is

encouraging circular consumption by implementing

an official second-hand market or trade-in program.

This would help retain consumers within the Jellycat

ecosystem rather than pushing them towards external

resale marketplaces.

(5) Digital Marketing Challenges

In the era of digital commerce, leveraging online

marketing effectively is crucial for brand growth.

While Jellycat maintains a strong presence on

platforms such as Instagram and Pinterest, its

visibility on rapidly growing channels like TikTok,

Xiaohongshu, and Bilibili remains limited, restricting

its reach among younger demographics. Additionally,

unlike brands such as Line Friends and Pop Mart,

Jellycat has yet to fully integrate live-streaming e-

commerce into its marketing approach. Another gap

lies in the lack of personalized marketing. It is an area

where AI-driven recommendations are increasingly

shaping consumer shopping experiences. At present,

Jellycat’s website and online stores lack sophisticated

data-driven personalization mechanisms. To improve

its digital marketing efforts, Jellycat could scale

short-form video advertising by developing brand

challenges and creative video campaigns on TikTok

and Bilibili. Encouraging user-generated content and

brand interactions would enhance engagement.

Testing live-streaming commerce by partnering with

leading Douyin and Taobao Live influencers would

also be beneficial, as it allows for brand-led live

streams with real-time engagement and purchase

conversions. Finally, implementing AI-based

recommendations, such as personalized "You Might

Like" toy suggestions on Jellycat’s website and online

stores, would enhance the shopper experience and

drive higher conversion rates.

(6) Future Development Directions & Expansion

As a premium plush toy company, Jellycat can look

forward to several key future trends in order to

maintain its competitive edge. One promising

direction is brand diversification and collaborations,

which could involve expanding into cultural

merchandise, homeware, and collectible design toys.

Limited-edition releases with renowned illustrators

and fashion houses could further enhance brand

value. Additionally, as sustainable consumer trends

continue to rise, Jellycat will need to focus more on

eco-friendly product offerings, as the market for

green products is expected to grow. Consumers are

increasingly preferring products made of organic

cotton and biodegradable fillings, making

sustainability a crucial aspect of future development.

Another potential area for expansion is entering

the Metaverse and NFT market. With an increasing

number of brands launching digital collectibles and

NFTs, Jellycat could introduce virtual plush toy NFTs

or build a metaverse community to strengthen its

digital presence and appeal to tech-forward

audiences. By streamlining its digital marketing

campaigns and staying aligned with the latest market

trends, Jellycat can ensure that its brand remains

competitive, relevant, and appealing to the global

market.

5 CONCLUSIONS

In the research on Jellycat's emotional marketing, it's

found that by carefully creating a sense of

companionship and ritual for consumers, the brand

has significantly enhanced its attractiveness and

loyalty.

Regarding consumers' emotional responses,

Jellycat's warm and healing image meets the need for

emotional comfort in a fast - paced life. Its products

evoke strong emotional resonance, thus building a

deep connection between consumers and the brand.

Cultural differences are crucial in Jellycat's brand

spread and market growth. Despite success in the

West, global consumers vary in understanding and

accepting the brand's emotional value. This brings

challenges and opportunities. Adapting marketing

strategies to local cultures can expand market share.

However, current research has limitations,

especially lacking studies on the long - term impact of

Jellycat's emotional marketing. Future research

should focus on long-term effects, exploring how to

maintain brand appeal and loyalty while meeting

emotional needs, and how to deal with changes in

different cultural markets. This will provide

theoretical and practical guidance for Jellycat and

similar brands.

From Cute and Charming to Bestsellers: The Sales Secret of Jellycat’s Unique Marketing Strategy

191

AUTHORS CONTRIBUTION

All the authors contributed equally and their names

were listed in alphabetical order.

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