What is it about the explosive jellycat that keeps young people from quitting?

May 21, 2024

In the past two days, jellycat has been on the social media screen again, because it is co-branded with Beastie Boys! But when I look at the price, it feels like I'm selling a luxury item. But even so, this co-branding is still very popular.

What is the magic of Jellycat that we can't get enough of it?

What kind of brand is Jellycat?

Jellycat is a British toy brand founded in London in 1999 by brothers Wiliam and Thomas.

At the beginning, Jellycat was positioned as a brand of soothing toys for babies and toddlers, but surprisingly, adults love Jellycat too.

In 2014, for the first time, Jellycat clearly defined itself as a gift brand for all ages.

What is it about Jellycat that fascinates young people?

The greater the conflict, the greater the need

There is a huge conflict between young people's strong need to socialize and the reality of a lack of socialization. According to the New Age of Living Alone Report, by 2030, the number of young people aged 20-39 living alone will increase to 40-70 million, a growth of about 1-2 times.

Behind this conflict is the growing need of young people for physical and mental companionship and spiritual comfort, or what we call the healing economy

Why do young people choose Jellycat?

--Superior product quality

The quality of Jellycat's products is recognized as good. It is true that young people will pay for their emotions, but the quality of products is equally important.

--Individualized design style

Jellycat has always maintained a novel design style. Anthropomorphize all kinds of things, do not contradict and at the same time full of personality.

--Giving life to the product

Jellycat gives each doll an exclusive name, and they also have specialized character settings, such as Barcelo Bear [is the] “perfect bedtime companion” to shape the product into “a living organism”, so that young people feel that they are not only buying a doll, but also a step-by-step guide. It's not just a doll, it's also a solid companion.

So even if the price of this joint venture between jellycat and Beastie Boys is prohibitively expensive, young people will still buy it!

Author:

Ms. Vivi

E-mail:

bear@ydatoy.com

Phone/WhatsApp:

+8618273177017