'It’s run like a luxury fashion brand': Irish superfans on the rise of the Jellycat

Earlier this month, a queue formed outside Brown Thomas on Grafton St as the store launched its first exclusive Jellycat. As the TikTok-fuelled soft toy phenomenon continues to gather pace, Molly Cantwell and Nicole Glennon ask what’s behind their generation’s obsession with these soft plushies?

Nicole Kalinina and Shauna Doyle are two Irish Jellycat fans.

Teddies — are you ever really too old for them?

If you were born under the Generation Z or Millennial tag, we’re willing to bet your answer is no.