Jellycat

About the Brand Jellycat

 

Creating original and innovative soft toys in London since 1999, Jellycat continues to combine luxurious fabrics with designs that are sometimes quirky, sometimes cute, but always with a little something different that makes them stand out from the crowd!

Jellycat’s network of stockists has grown considerably since the beginning.

Not long after establishing them in the UK, Jellycat Inc. was set up in Minneapolis in 2001.

In the following years they have been privileged to supply some of the finest retail shops, department stores and boutiques throughout the UK, USA, Canada, Europe, Asia and even as far as Australia

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Primary Research

Survey&In-Depth Interview

We created a 14 questions survey about stuffed animals to baby boomers’ opinions about stuffed animals.

Distributed on Facebook, text message through our parent’s family and friend’s referral.

Generated 20+ responses.

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Insight

• 80% Baby Boomers still have stuffed animals in their house.

• They see stuffed animals as a memory(Top one), following by a source of comfort and a gift.

• They preferred to shop local shops to find gifts and they value the quality& safety of the stuffed animals.

• Jellycat has a low brand awareness.

• With Boomers, good service trumps a celebrity influencer campaign any day.

• Baby Boomers value quality - quality of the product, quality of the customer service, and quality of the marketing.

• They chose products that they would keep for a lifetime.

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Product Analysis

As a MEMORY

• Stuffed animals hold sentimental value, to remind and recall people of their childhood memory of the interaction between other family members and friends.

• Stuffed animals build secure base for human development, allow for the emergence of a child’s inherent sense of self – being supported, respected and honored.

As a COMPANION

• Older seniors are not able to take care of their live pets due to health issue.

• Bring fun and play to aging adults without the hassle of giving physical care and emotional breakdown when the pet passed away.

As a GIFT

• For age 0-1o years olds, it’s common to use stuffed animals as a gift.

• The colors and characters can sparkle children’s imagination.

• Stuffed animals are easy to access, with a variety of selections.

As a SOURCE OF COMFORT

• Stuffed animals are soft and cuddly, they provide comfort when someone is sad or lonely.

• “The transitional object(stuffed animals) may be conceived off in three ways: as typifying a phase in a child's development; as a defense against separation anxiety; and, lastly, as a neutral sphere in which experience is not challenged.”

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