Looks like the Labubus got some competition.

Cuddly British toy company Jellycat is slowly transforming into a global craze that could rival Pop Mart's Labubus.

Founded by brothers Thomas and William Gatacre in London, Jellycat’s whimsical range — think marshmallow‑soft bunnies, food‑shaped plushies and quirky everyday objects with eyes — has captured the hearts of a much broader audience than the brand likely anticipated.

The Jellycat brand sees a 37 percent increase in yearly worldwide revenue, hitting an impressive $252 million by the close of 2023, as reported by The Guardian. At the same time, the phrase "jellycat" saw a 208 percent rise in online search activity over the last year, according to Glimpse.

Starting from the original soft toy market to becoming a cultural icon for adults, Jellycat’s evolution demonstrates the intersection of design, social media, and emotional retail — and indicates that even a simple plush bunny can represent the lifestyle trends of the 2020s