Selfridges marks 25 Years with Jellycat ‘Amuseables’ collaboration

In celebration of the 25th anniversary of Selfridges’ partnership with toy company Jellycat, the attention has been turned to the retailer’s iconic yellow bag to create a new character in the form of a mini bag launching today, 3 November.

The special edition ‘Amuseables Selfridges Bag’ in Pantone 109 yellow is crafted from the softest fabric, with Jellycat’s unmistakeable smiley face and cord legs.

Set to delight fans of both brands, the bag is not just for show as the chic character is perfectly sized for toting tiny treasures, favourite sweet treats, or a small Jellycat friend and, “for double the Jelly fun”, it can be accessorised with a Jellycat bag charm.

Jellycat first launched at Selfridges in 2000 with the original ‘Dingly Danglys’, shortly followed by bestseller ‘Bashful Bunny’. Today, the Jellycat collection features more than 350 characters, including ‘Slackajack Monkey’ and ‘Jellycat Jack’, as well as Selfridges exclusives such as ‘Amuseables Charlie Chip’, ‘Clyde Hipster Capybara’ and ‘Leicester Pigeon’.

Jellycat has destinations in the toy shop on the fourth floor of Selfridges in London, as well as Selfridges stores in Manchester Trafford, Manchester Exchange Square and Birmingham.

Judd Crane, Selfridges Executive Director, Buying & Brand, said: “We are very proud to be part of Jellycat’s incredible story, as one of the brand’s first stockists, launching at Selfridges in 2000.

“We have watched the Jellycat brand, and family, evolve as its loyal and inclusive community of fans and collectors continues to grow and grow. Twenty five years later, Jellycat is a firm favourite with our customers, who come to us for characters and experiences which make their day brighter.

“The Selfridges yellow bag is perhaps the most recognisable part of our brand personality, and we are excited be able to share it with Jellycat!”

Selfridges’ instantly recognisable bright yellow bag was first introduced in 1984 and can often be seen being carried by streams of shoppers pouring up and down Oxford Street.

For over a quarter of a century, London-based Jellycat has shared joy with people of all ages, worldwide, by creating “highly loveable and playful toys” in luxuriously soft fabrics.

Jellycat’s unmistakeable creations have “disrupted and redefined the category and are a lasting, monumental trend among the TikTok generation”.