The Marketability of Cuteness: Why are Jellycats so Popular?
It takes a special kind of consumerist culture to make soft toys trendy, & that’s exactly the society we are living in...
It takes a special kind of consumerist culture to make soft toys trendy, & that’s exactly the society we are living in. As of August 2024, #jellycat currently has 120.5K posts on popular social media app TikTok. We are inundated with online hauls, collections and videos discussing upcoming Jellycat releases, most of which are filmed (and watched) by grown women. Jellycat has become synonymous with “collectibles”, & adults are clearly willing to spend their hard-earned money on a soft toy that costs £20 from a shop like Waterstones. or, you know, the special limited edition Bunny Bashful Kara for £600. or the Bashful Bunny Emily for £600. or maybe even the Bashful Eddy Bunny for £700! children are not necessarily the target demographic of Jellycat. Jellycat have been able to recapture the childlike joy of buying cute cuddly toys in the shapes of our favourite things, like sushi, iced coffee, bunnies & more. but in a crowded landscape of merchandise, toys & products, why are Jellycats so popular & what is the psychology behind us buying them?
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Media titans like Disney, Marvel & Star Wars know the very real fact that cuteness sells. what is the reason behind creating characters like Grogu, Baby Groot, Baymax, & the list goes on? Viewers feel enchanted & charmed by almost objectively adorable characters which in turn sells merchandise. Whether it is a Funko Pop!, a stuffed toy, or a T-shirt, these characters become the figureheads of popular brands. so what is the science behind this? The positive reaction we have towards things we perceive as cute is a result of evolutionary biology. Austrian scientist, Konrad Lorenz, coined the term “kinderschema” which are the traits society typically deem as “cute”. These traits consist of: “large head relative to body size, rounded head; large, protruding forehead; large eyes relative to face, eyes below midline of head; rounded, protruding cheeks; rounded body shape; and soft, elastic body surfaces” (Killeen). Does this sound familiar? Jellycat epitomises this exact form of cuteness. studies have found the neurological correlation between humans finding things “cute” & wanting to grab, squeeze & touch them. Yale University alumni, Rebecca Dyer, coined this “cute aggression”. Our biological reaction to babies, with their big eyes, chubby cheeks, button noses & high-pitched sounds, & small animals is to look after it, which perhaps elicits this idea of wanting to “grab” the subject of cuteness. This explains the rush we receive when purchasing a Jellycat, which materialises the cute object we want to own, squeeze & grab, & releases dopamine which is a chemical that floods through our brain when we find something cute or endearing. Jellycat capitalises on this desire to feel happy by physically manifesting cuteness.
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However, is it harmful to make Jellycats trendy?
Genz Z defines the cohort of people born between 1997 and 2012. Sometimes, we are referred to as the TikTok generation which makes sense considering the extent to which TikTok influences our purchasing decisions & consumerist behaviour. according to a study by Forbes, “a third of Gen-Zers say they have a shopping addiction” (Petro). This statistic is unsurprising when considering the ease with which we can purchase anything with the click of a finger. a study by McKinsey & Company found that by 2030, 75% of consumers “in emerging markets will be between the ages of 15 and 34… data indicates these consumers may be optimistic about the economy and willing to spend” (Adams et al.). So when Jellycat are selling a cute-ified Amuseables Sports Football plush toy for £40, is this purchase intentionally benefitting buyers’ lives, or simply contributing to the overconsumerist behaviour of our generation?
Besides not particularly having a purpose other than its “loveability”, Jellycat is not necessarily benefitting our environment either. one of the reasons for the high-flying prices of Jellycat products is their commitment to ethical manufacturing practices in which they take “great care in ensuring that workers involved in the production process are paid fair wages and work in safe conditions” while striving to “minimise its environmental footprint by reducing waste and utilising eco-friendly materials wherever possible” (Caryl). While their commitment to expert craftsmanship & responsible production is commendable, can products made of acrylic shells filled with plastic pellets ever be truly sustainable? Much like all industries which have thrust over-consumerism upon us, the production & fierce popularity of Jellycat is another form of buying product upon products upon products, & contributing to the global waste of materials & relentless production of relatively meaningless objects.
Now I love Jellycats as much as the next girl. I think they make excellent gifts, such as a pink or red love heart for Valentine’s Day; a Birthday cake for one’s Birthday; the Vivacious Vegetable Pumpkin for Halloween, & the Festive Folly Gingerbread Man for Christmas. I admire how they have propelled cute & cuddly toys into an adult audience mainstream. However, like many industries, the globalisation & commodification of cuteness can be damaging. Jellycat breeds the desire to collect these cuties on mass, & further forces our generation into one of overconsumption. Yes, it is fun to purchase the odd stuffed toy, but maybe when debating whether to spend £25 on an Amusable Sports Tennis Ball toy which is, in fact, almost as tiny as a real-life tennis ball, consider if that could be spent on something more meaningful, beneficial & sustainable that can contribute positively towards your life.
Even Jellycats need citations:
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Adams, Christina et al. “Amid massive shifts in the consumer landscape…”. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer. Accessed 13 August 2024.
Caryl, V. “Why is Jellycat so expensive? Unravelling the mystery”. The Stock Dork, 23 Dec. 2023, https://www.thestockdork.com/why-is-jellycat-so-expensive/. Accessed 11 August 2024.
Killeen, Dominica. “SIOWFA15: Science in Our World: Certainty and Controversy.” SiOWfa15 Science in Our World Certainty and Controversy, Science in Our World: Certainty and Controversy, 15 Sept. 2015, sites.psu.edu/siowfa15/2015/09/15/why-do-we-find-things-cute/. Accessed 11 August 2024.
Petro, Greg. “Gen-Z May be the Most-Studied Consumer in History. Here’s What We Know So Far”. Forbes, 12 July 2024, https://www.forbes.com/sites/gregpetro/2024/07/12/gen-z-may-be-the-most-studied-consumer-in-history-heres-what-we-know-so-far/. Accessed 11 August 2024.