If your feed has been full of wide-eyed bunnies and suspiciously expensive sentient vegetables, you’re not alone. Jellycat, the British plush brand loved by kids, collectors and adults buying themselves “emotional support” toys, may be getting a dedicated Bangkok home.
Jellycat official store to open at Central Chidlom
Social media users and eagle-eyed netizens say an official Jellycat store is coming to Central Chidlom. At the time of writing, neither has made an official announcement. However, anyone walking in the Chidlom area can already spot the blue Jellycat poster on the windows on the ground floor, with the words “Opening soon” beneath it.
We’ve already spotted job postings for the store, as they’re looking for sales associates, too.
In a short clip posted by @j.journeybkk, both the Jellycat and the Central Department Store official accounts of commented with affirmative statements. The former said “all will be revealed!” While the latter commented “we’re counting down already.”
What is Jellycat, and why is everyone obsessed?
Jellycat is a London-based soft toy brand. It was founded in 1999 by Thomas Gatacre and is known for huggable toys, from its £18 Bashful Beige Bunny to a £275 Nordic Spruce Christmas Tree. The range goes well beyond teddies, with plush versions of fruit, vegetables, dragons, dinosaurs and even coffee cups.
Why the crave? There is a rising adult demand for kids’ toys, as these “kidults” seek nostalgia and comfort. A marketing expert told Fortune the brand grew in a post-pandemic climate of needing escape and comfort. The #JellycatHaul trend on TikTok also contributed to this hype, and the limited editions have created a sense of urgency among consumers.
Jellycat in Bangkok
Jellycat is already sold through Central’s official brand page, so the two have an established relationship. A dedicated store would give fans one reliable place for the full range, including new releases and, they hope, harder-to-find characters. Stay tuned.
Note : The information in this article is accurate as of the date of publication.