Business Problem:
Market growth—Jellycat has a high brand share, yet we should try to bring more people into the market to choose our brand over others.
Consumer Narrative:
Olivia, Gen Z, lives in San Diego CA, interior designer, and lives in a small apartment.
She is creative, playful, emotionally expressive, and can be hot-headed, yet empathetic.
She values self-expression, authenticity, and growth.
Her hobbies include collecting aesthetically pleasing items, decorating spaces, on social media, enjoys journaling, goes to therapy.
She has some financial constraints, opening up to people
She wants aesthetic appeal (quirky, cute), emotional connection (comfort and nostalgia)
What People Are Saying:
“Kacie Willis, a 34-year-old audio producer in Atlanta, suffers from panic attacks with no known cause. She’s tried cognitive behavioral therapy (CBT), anti-anxiety medication, mindfulness meditation, and CBD oil. Although some of these have provided relief, one coping mechanism has consistently helped her manage her anxiety, particularly at night: Kasey Kangaroo, a stuffed animal she’s had since she was four years old”.
—Time magazine, How Cuddly Comfort Objects May Help Adults with Anxiety by Jamie Friedlander Serrano (2022).
“No matter the size or shape, it’s not unusual to see children carrying stuffed animals. But besides being a staple for many people’s childhoods, they can improve mental health among adults. According to the National College Health Assessment, 73% of college students reported moderate or severe psychological stress in 2021. This percentage has increased almost 50% since 2013. Having access to stuffed animals provides security for students, creating comfort and lowering stress hormones while boosting serotonin and dopamine levels, studies find”.
— University Health Center by the University of Georgia, Stuffed animals providing comfort and social connection among UGA and other college students.
Truth & Tension:
Truth: Stuffed animals are only for kids.
Tension: I know I need to be an adult, but stuffed animals are there for me when others can’t be.
Mini-Manifesto:
In a world where adulthood often means suppressing emotions and seeking support feels complicated, Jellycat challenges the notion that comfort has an age limit. As the only therapist you can hug 24/7, Jellycats provide comfort and playful empathy for every emotional moment. Always on call—whether it’s a midnight meltdown or a mid-morning celebration—they’re more than stuffed animals; they’re timeless companions that help with emotional support and a hug whenever you need it. Because everyone deserves care that’s tangible, judgment-free, and uniquely theirs.
Main idea:
The Only Therapist You Can Hug 24/7.
The Only Therapist You Can Hug 24/7.
Beyond Therapy:
The Jellycat Difference.
Jellycats provide offerings most therapists can’t.
Here when you need them most: The Jellycat Helpline.
Jellycat’s Social Media Presence
The Jellycat brand will show a new Jellycat therapist each week. Each post will include qualifications such as their degree, school, hobbies, etc.
