BUSINESS PROBLEM: Brand share. Jellycat is another popular stuffed animal on the market that is rising in popularity but fighting for market dominance against previous trendy stuffed animals.
Jellycat appeals more to adults since they aren’t overly cute-ified or childish, they look more like stuffed animals from 20 years ago. Consumers wonder if the price is worth it for the product received.
TARGET AUDIENCE: Aesthetic Allie. Our consumers are young adults beginning to adventure through their new world but may feel lonely in their newfound independence. Whether they’ve just moved to college or they’ve started renting their place for the first time, it can feel isolating to navigate this journey by yourself when you’re young. Their youthfulness lends to an insatiable appetite for travel, constantly seeking initiative to explore new places.
What Research is Saying
“As the plush toy market diversifies, brands like Jellycat are capitalizing on the growing trend of adult consumers who are not only looking for nostalgia but are also willing to pay more for plush animals that provide a sense of comfort and aesthetic appeal. This market is no longer reserved for children alone”.
— Forbes, Luxury Plush Toy Market.
In a world of uncertainty, stuffed animals offer comfort, with their soft textures and familiar, gentle appearance. Jellycat and its competitors have succeeded in appealing to adult consumers seeking comfort and warmth amid the emotional tumult of their everyday lives”.
— The Guardian, Stuffed Animals for Adults.
TRUTH: Taking your Jellycat everywhere is risky. It could get lost or damaged.
TENSION: If you don’t take it with you, then what’s the point of having it?
MANIFESTO:
Life is lonely. Cuddly friends and stuffed animals can keep you comfortable, but why must they stay in your room? It’s a human instinct to protect. We want to keep ourselves and our loved ones far away from danger. To truly experience the world, we must embrace the potential for damage. So, bring these stuffed animals to see the wonder of the world. Don’t sweat about the rips or tears it might endure, because with Jellycat, damage is valuable.
MAIN IDEA: Damage is valuable.
