Jellycat Announces 2026 Summer Collection with Ocean Conservation Theme
Jellycat, the iconic London-based soft toy brand beloved by collectors and children alike, has officially unveiled its highly anticipated 2026 Summer Collection. Titled "Oceans of Love," the new range features an enchanting lineup of marine-inspired plush toys — from gentle whale sharks and wise sea turtles to vibrant coral reef creatures — all designed to raise awareness about ocean conservation.
The announcement was made at a special press event held at Jellycat's flagship Regent Street store on 4 April 2026, marking one of the brand's most ambitious seasonal launches to date. With 24 new designs spanning multiple size categories, the collection is set to arrive in stores and online from 15 May 2026.
A Deep Dive into the Collection
At the heart of the Oceans of Love collection are eight hero characters, each inspired by real marine species currently facing threats from pollution, overfishing, and climate change. The standout piece is Wilbur the Whale Shark, a 60cm plush crafted in Jellycat's signature buttery-soft fabric, featuring hand-embroidered spots and a gently smiling expression that has already captivated fans across social media.
Joining Wilbur are Tallulah the Sea Turtle, crafted in a mossy green with a beautifully detailed shell pattern; Coral the Reef Octopus, available in a stunning sunset gradient from coral pink to deep purple; and Neptune the Narwhal, whose shimmering horn is fashioned from a new recycled metallic fabric developed specifically for this collection.
Smaller creatures round out the lineup, including Sandy the Seahorse, Pearl the Jellyfish with trailing tentacles in pastel blues, Barnaby the Blue Tang, and Shelly the Hermit Crab, who comes with a removable fabric shell that children can swap between three included designs.
Sustainability at the Core
Perhaps the most significant aspect of this launch is Jellycat's commitment to sustainability. For the first time in the brand's 25-year history, an entire collection has been produced using at least 80% recycled materials. The outer fabrics are made from recycled ocean-bound plastics — waste collected from coastal communities before it reaches the sea — whilst the stuffing uses a new plant-based polyester alternative derived from corn starch.
"We've spent three years developing materials that feel just as luxuriously soft as our traditional fabrics, but with a fraction of the environmental footprint. Our customers told us they wanted to love their Jellycats without guilt, and we've listened." — William Gatacre, Co-founder and CEO of Jellycat
Each toy in the collection also comes with a swing tag printed on seed paper. Once planted, the tag grows into a wildflower mix chosen to support pollinators — a small but thoughtful touch that has resonated with the brand's environmentally conscious fanbase.
Partnership with the Marine Conservation Society
Jellycat has announced a landmark partnership with the Marine Conservation Society (MCS), the UK's leading ocean charity. For every Oceans of Love plush sold, £2 will be donated directly to MCS programmes focused on beach clean-ups, marine habitat restoration, and educational outreach in schools across the United Kingdom.
The partnership also includes a limited-edition "Blue Planet Box Set" — a collector's set of four mini plush presented in a beautifully illustrated ocean scene box. Priced at £48, the box set will donate £10 per sale to MCS and is expected to sell out rapidly.
Stockists confirmed for launch day include Selfridges, John Lewis & Partners, Liberty London, Harrods, and the Jellycat website. Pre-orders open on 20 April 2026. The small plush (18cm) start at £16, medium sizes (30cm) at £25, and the large 60cm hero characters retail at £45.
Collector Market Anticipation
The collector community is already buzzing. Jellycat's seasonal collections have become increasingly sought-after on the secondary market, with retired pieces from previous years commanding significant premiums. Last year's Woodland Collection Fergus the Fox now sells for upward of £120 on resale platforms — nearly four times its original retail price.
Industry analysts expect the Oceans of Love collection to perform similarly, if not better, given the charity partnership and sustainability credentials. Research from NPD Group notes that purpose-driven plush toys have seen a 34% increase in consumer preference over the past two years — a trend this collection is perfectly positioned to capitalise on.
For Jellycat, this collection signals a broader shift towards sustainable luxury in the plush toy industry. The brand has confirmed that all future collections from 2027 will incorporate at least 50% recycled materials, with the goal of reaching 100% by 2030. As the global plush market — valued at an estimated £3.2 billion — continues to grow, Jellycat's combination of irresistible design and genuine environmental action sets a new benchmark for the industry.
The Jellycat Oceans of Love collection launches on 15 May 2026. Pre-orders open 20 April at jellycat.com and selected UK retailers.