Shopping
Tens of thousands queue for exclusive new Selfridges Jellycat toy
Break the internet, Jellycat
Daisy Jackson -
3rd November 2025 
Selfridges has today unveiled a brand-new, exclusive Jellycat toy – and it’s proving so popular an online queue has had to be put in place.
At the time of writing, a whopping 28,000 people are currently in a virtual queue to purchase the adorable new Jellycat character, with a wait time of more than an hour.
Today, Selfridges debuted a world-exclusive toy for the department store – a plushie version of its iconic yellow bag.
The Jellycat Amuseables toy comes in a soft yellow fabric, with the signature Jellycat smile, plus corded handles and legs.
And it does function as a miniature bag too, perfect for storing other pieces from your collection.
It’s been launched to celebrate a milestone 25 years of partnership between the two brands.
The Selfridges x Jellycat exclusive retails at £48 – and its price has done absolutely nothing to deter people from shopping.
As well as being stocked online, the Selfridges bag soft toy is available in store in Exchange Square and at the Trafford Centre in Manchester, as well as in Birmingham and London.
Judd Crane, Selfridges Executive Director, Buying and 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,” reports The Industry.Fashion.
“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!”
You can pick up the Jellycat Amuseables Selfridges Bag in-store and online from today.
