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, made at a special press event at Jellycat's flagship Regent Street store on April 4, 2026, marks 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 May 15, 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 with Jellycat's signature buttery-soft fabric, featuring hand-embroidered spots and a gently smiling expression that has already captivated fans on 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 made 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 — plastic waste collected from coastal communities before it reaches the sea — while 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 strongly 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 the creation of a limited-edition "Blue Planet Box Set" — a collector's set of four mini plush (whale shark, turtle, octopus, and narwhal) 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.
Sue Ranger, Head of Policy and Communications at MCS, commented: "This partnership with Jellycat is extraordinary. It brings ocean conservation into living rooms and nurseries across the country in the most joyful way possible. We're thrilled to work with a brand that shares our passion for protecting the seas."
UK Pricing and Availability
The Oceans of Love collection spans a wide price range to suit different budgets. The small plush toys (18cm) start at £16, while medium sizes (30cm) are priced at £25. The large hero characters, including Wilbur the Whale Shark at 60cm, will retail for £45. The premium Blue Planet Box Set is £48.
Stockists confirmed for launch day include Selfridges, John Lewis & Partners, Liberty London, Harrods, and of course the Jellycat website. International shipping will be available, though the Blue Planet Box Set will initially be exclusive to UK retailers and jellycat.com for the first four weeks.
Pre-orders open on April 20, 2026, with Jellycat expecting significant demand based on early interest. The brand's social media teasers — featuring underwater-themed stop-motion animations of the new characters — have already garnered over 12 million views across Instagram and TikTok.
Collector Market Anticipation
The collector community is already buzzing with excitement. Jellycat's seasonal collections have become increasingly sought-after in the secondary market, with retired pieces from previous years commanding significant premiums. The 2025 Woodland Collection's Fergus the Fox, for instance, 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 added charity angle and the sustainability story. Market research firm NPD Group has noted 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.
Looking Ahead
For Jellycat, the Oceans of Love collection represents more than just a seasonal launch — it signals a broader shift toward sustainable luxury in the plush toy industry. The brand has confirmed that all future collections from 2027 onward will incorporate at least 50% recycled materials, with the goal of reaching 100% by 2030.
As the plush toy market continues to grow — valued at an estimated £3.2 billion globally in 2025 — Jellycat's combination of irresistible design, emotional storytelling, and genuine environmental action sets a new benchmark for the industry. The Oceans of Love collection doesn't just give us adorable new friends to cuddle; it gives us a reason to feel good about it.
The Jellycat Oceans of Love collection launches on May 15, 2026. Pre-orders open April 20 at jellycat.com and selected UK retailers.