Gen-Z toymaker Jellycat pursues Home Bargains in latest copyright claim
Jellycat has filed for a copyright claim against discount retailer Home Bargains, as the toymaker continues its tirade against retailers it claims are copying its trademark stuffed dolls.
The British toymaker filed a copyright claim to the Patents Court against TJ Morris, the parent company of Home Bargains, as seen by Morning Wire.
Jellycat surged to fame in recent years after Gen-Z shoppers fell in love with its whimsical plushies during the Covid-19 pandemic.
The toymaker’s dolls range from traditional bunnies and cats to more unusual items, including cuddly teapots and avocados.
Jellycat has leant into its online fame in recent months by opening pop-ups including a mock fish and chip shop in Selfridges, which sold smiling pie, battered sausage and scotch egg toys.
Instagram reels and TikTok posts featuring so-called “dupe” Jellycat products available at Home Bargains have amassed millions of views in recent months.
The videos include doughnut, pancake and matcha latte plushies which social media creators claim are available at the discount retailer.
Jellycat posts £140m profit
Jellycat’s legal action against TJ Morris is the latest in a long string of suits against retailers which it says are trying to pass off its copyrighted designs as their own.
This year, the toymaker has filed claims against Morrisons, Next and Hamleys. The firm’s first copyright suit was filed against discount grocer Aldi in June 2024.
Discussing its lawsuits against Next and Hamleys, a Jellycat spokesperson told Morning Wire in May: “We put skill and love into creating every Jellycat character, so we’re obviously very protective of our designs and our fans. We are not commenting further at this time.”
Jellycat filed another patent claim last week, against e-commerce retailer Online Home Shop.
The toymaker was founded in London in 1999, by brothers Thomas and William Gatacre. Its TikTok account has 2.8m followers and its hashtag has garnered more than 700,000 posts.
The group took £334m in revenue in the year to December 2024 and posted a £139m pre-tax profit, according to its latest available accounts.
Arnaud Meyselle, Jellycat’s then-chief-executive, said: “We are delighted that fans around the world are reacting so positively to the creativity and quality of every Jellycat.
“At our core, we exist to spark joy – a joy that is universal across ages, cultures and generations – and this remains as true today as it was when Jellycat was founded 25 years ago.
“We are humbled by the growth it has created, and the positive effect this has on our business and the communities that we serve.”
TJ Morris declined to comment. Online Home Shop did not respond to multiple requests for comment.