Jellycat fever hits Britain! Our ultimate guide to the £20 plushies you can buy and flip for over £2,500

Jellycat is no longer just a plush brand that your child likes to snuggle with, but a smart investment that can sell for thousands of pounds.

Founded by British brothers Thomas and William Gatacre in 1999, Jellycat is a new collectible craze driven by social media.

Fans share their excitement on TikTok and Instagram, with videos of them discovering hidden gems in stores.

At auctions and online, rare favorites such as Bunglie Mouse, which cost around £20 in 2005, now sell for up to £2,400.

Other ‘retired’ or discontinued Jellycat collectibles, such as Bashful Bunnie Dixie, Rumplekin Frog and Bashful Bunny Lucie, can sell for £2,345, £2,200 and £1,700 respectively on eBay.

Peter Jenkinson, a “toyologist” who studies investment returns in the toy market, says: “Only now is Jellycat achieving cult status, making the rarest must-haves highly collectible.”

He adds: “Like the Beanie Babies of the 1990s, values ​​are suddenly skyrocketing. No one knows when prices will peak, but there appears to be no sign that the bubble is about to burst. They currently offer perhaps the highest return on investment in the toy market.

‘This might be a good time to start collecting or to dig through the back of your closet to see how much forgotten Jellycat toys are worth.

But it comes with a big caveat: if the bubble bursts, you could end up with a treasure trove of nearly useless, yet adorable stuffed animals.’

The most sought after Jellycat is the Bashful Bunny Dixie, which has been released in several limited editions since 2007.

Among the rarest (and also valuable) is the Dixie Bashful Bunny, released in 2010 and “retired” in 2014. Dixie can sell for any price, from £500 to over £2,000.

Jenkinson says: ‘Of course, the highest prices are what sellers demand, not necessarily what you have to pay.

Before spending money, I recommend talking to other community members on social media forums like Facebook to first understand the market. “They can provide a reality check of the true value in cases where they may be inflated.”

The higher prices demanded are sometimes known as “scalping prices,” where sellers take advantage of the Jellycat rush.

Jellycollector.com has a database of collectible Jellycats to give you an idea of ​​what you can collect: from an Amuseables boiled egg to a 3-foot-tall puppy.

Facebook groups such as Jellycat Collectors Support Group and Jellycat Fans UK offer community guidance.

Experts say you don’t have to buy the hottest toy to make money, but following trends on social media can take you in new directions in collecting.

Jenkinson says: “To get the best returns, it’s probably best not to spend thousands of pounds on retired limited editions, but rather make a modest investment in a new release.”

Jellycat is keeping quiet about released quantities, but new models come out several times a year. You should keep an eye out for limited editions and what seems to sell out quickly and purchase it.

Jenkinson says that if you buy a limited seasonal edition for Christmas, Easter or Valentine’s Day for £30, it’s not unreasonable to expect its value to rise to £40 or more in a year. Keep it longer and the price could rise to £50 or more.

The profits may seem small, but the margins are huge for collectors who are lucky. However, Jellycat collector Naomi Fleri, from Hastings in Kent, points out that the vast majority of people who buy Jellycat are only attracted by the joy it brings them.

However, having purchased 200 Jellycat toys in the past five years, he understands that they may also have a financial appeal that helps them maintain their value.

The 29-year-old sports account manager says: “There is a lot of hype in the market focusing on a small number of collectibles when the reality is that the vast majority are unlikely to appreciate in value.”

‘As a collector, it’s wonderful to be able to share Jellycat with others on social media. “It unites us as a community.”

Naomi has over 1,000 followers on her The Jellycat Diary Instagram page, which includes taking Bartholomew Bear Claude to Paris.

She says: “I was drawn to collect one of their Amuseables sets, starting with a gift from Silly Sushi. Among my favorites is a red pepper from the Vivacious Vegetables 2020 collection which costs £11 but is now selling for £40.

I also have a kiwi from the Fabulous Fruit set which costs £30 and is worth £60.’ Some stores, such as Selfridges and Harrods, also offer occasional special events to generate additional publicity.

Jenkinson says a Fish and Chips game released last July through an exclusive deal with Selfridges is a great example.

He says: “It was a quiet day, but there was a queue of several dozen people waiting to buy one of a limited number on offer.”

Creating this wave of publicity for a new release can be fantastic for collectors. “Fish and Chips was a masterstroke as it is a food we all love.”

He sold Lily Fish for £40, £50 Cozy Chips and £40 Dot and Peggy Mushy Peas. There was also a £20 Charlie Chip with a cap, a £20 Clemont Lemon, a £23 Vinny Vinegar and a £23 Salty Steve as part of a collection of condiments to add appeal.

A complete set of fish and chips with condiments cost £216 on the day, but is now available to buy on eBay for 62 per cent more – £350. However, you can also buy the items separately for slightly more than what they sold for that day.

A Jellycat cherry pie sold at Harrods with a limited edition Harrods box was available for £45 in store last year, but is now selling for up to £160 in mint condition. Again, beware of scalping – you can find it for £60 on eBay.

Kathy Taylor, an appraiser at toy auction house Vectis in Stockton-on-Tees, County Durham, says collectors should be careful when buying blind on auction websites because sellers’ descriptions are not always accurate.

She says: ‘Collecting Jellycats is a relatively new phenomenon, so the market has plenty of room to grow. However, occasionally there are rogues willing to take advantage of desperate people by the way Jellycat.

‘But as demand continues to increase, a limited supply means that, for now, there is still a good chance that values ​​will rise further. This is partly because Jellycat has been around long enough for those kids who grew up with them and are now adults.

“Many now have money to complete the collections.”

Taylor adds, “Having an original sales tag with the label increases its collectability.” Vectis held a sale including a range of Jellycat toys last week.

An Odell Octopus, Polar Bear and Penguin set sold for a total of £80, double its lowest valuation. But the toys did not have original tags, which could have doubled their auction price.

If buying as an investment, Jenkinson says you can also put your stuffed animal in a vacuum-packed bag. This means they are packaged in a dust-free environment.

The Jellycat craze has also had an unfortunate knock-on effect that attracts criminals: the British Association of Independent Retailers warned of a wave of Jellycat shoplifting, often ending with stolen toys being put up for sale on websites. of auctions. Buyers should always ask to see receipts to help eliminate this.

Last year, Ruby Smith, 35, from Suffolk, pleaded guilty to using children as cover to help her steal more than £4,000 worth of Jellycats in a series of theft raids.

Have you sold a Jellycat? Email toby.walne@dailymail.co.uk