24-25_Cardsharp.qxp_Layout 1 14/08/2024 17:30 Page 2
cardsharp ‘Ah…the ‘aah factor,’ mused Cardsharp. That vital ingredient for a successful range of soft toys or ‘plush’ as we in the industry refer to them. And as plush has always had a very symbiotic relationship with greeting cards, Cardsharp reflects on the ups and downs histories of past plush phenomena, especially in view of the current Jellycat developments.
Not All Cuddles The recent announcement about the planned changes to the sales team structure and retail distribution policy at Jellycat has been the talk of the greeting card and gift community of late. In essence, with the sales of the quirky collectable ranges or the ‘renowned luxury soft toy company’ as the business refers to itself, booming as never before, the company has decided to part company with its sales agents at the end of this year, many of whom have been with them since the company started 25 years ago, replacing them with an in-house sales team. In addition to this controversial move, the company is closing a number of independent accounts, some that were not performing as Jellycat would have liked and some that the company perceived did not fit in with its luxury designled brand image. Who knew plush could be so precious? In addition, there are also tales of payment terms being changed by the company, moving established indies to proforma basis after many years of decent payment terms. Not surprisingly this has not gone down at all well with many independents. Now Cardsharp appreciates that a company has every right to pursue
24 PROGRESSIVE GREETINGS WORLDWIDE
Above: Staying top of the cuddles is not ‘furry’ easy. Below: Jellycat has been marking its 25th anniversary with tours and displays of Jack the cat, such as this in Paper Tiger’s Stafford Street store in Edinburgh. Below left: Sad Sam and Honey were among the early plush superstars. Below right: Dakin’s Garfield stuck on yous stuck around for a few years.
its own sales strategy. It seems a pity though that the very people who have helped build the brand from nothing are being jettisoned. In the statement that Jellycat issued informing of the change, it made the points that independent accounts are ‘a vital part of the Jellycat family’ and the company’s dedication to these important partners remains ‘steadfast’, but as one retailer told Cardsharp: “Well, they have a funny way of showing it!” Perhaps Jellycat should reflect on various other plush crazes of the last 40 years because nothing lasts forever in this category, and how you treat your customers on the way up, is often remembered on the inevitable way down. Cardsharp recalls, the origins of plush came from when manufacturers of soft toys for the children’s market realised that they could market these as ‘social expression’ products and sell them through the then fast-growing greeting card retail distribution channel. The big brown eyes of Sad Sam and Honey, two cuddly dog characters were among the first to make a mark, followed by an American company, Russ Berrie, who marketed a full range of different cuddly animals largely in card shops. Then came Dakin with its Garfield ‘Stuck on You’ character which at one time in the late 1980s, seemed to be suctioned to virtually every car’s back window. But the first real ‘Jellycat-like’ phenomenon was Forever Friends. These