Jellycat announces Deep Blue Summer 2026 collection with ocean conservation theme
Ocean-inspired plush line drops July 2026
Jellycat has officially unveiled its highly anticipated Summer 2026 collection, and it is their most ambitious thematic range to date. Titled "Deep Blue", the collection features 14 new ocean-themed plush characters, each designed to raise awareness about marine conservation while delivering the signature Jellycat softness collectors have come to expect.
The lineup includes a 40cm whale shark with iridescent fabric fins, a sea turtle crafted from recycled polyester fill, and a particularly charming coral reef set that includes a clownfish, anemone, and starfish sold as a trio. The standout piece is a limited-edition 60cm manta ray with wingspan detailing that Jellycat describes as "our most technically complex plush to date."
"We wanted to create something that sparks joy and sparks conversation. Every character in Deep Blue has a story connected to real ocean conservation efforts." — William Gatacre, Jellycat founder
Conservation partnership
In a first for the brand, Jellycat has partnered with the Ocean Conservancy to donate 5% of all Deep Blue proceeds to coral reef restoration projects in Southeast Asia and the Caribbean. Each plush comes with a card explaining the real animal it represents and the conservation challenges that species faces.
The move positions Jellycat firmly in the growing "conscious collecting" space, where buyers increasingly want their purchases to align with their values. Market research from NPD Group shows that 62% of plush buyers aged 18-35 now consider sustainability when making purchasing decisions, up from 41% in 2023.
However questions remain how eco friendly are Jellycat and brands like it really, is this just another case of blue washing?
Pricing and availability
The Deep Blue collection will be available from July 12, 2026, with prices ranging from £16 for the small rockpool characters to £65 for the large manta ray. The recycled-fill sea turtle sits at £28, making it one of the most accessible eco-conscious plush on the market.
UK stockists include Selfridges, John Lewis, Liberty, and the Jellycat website. International availability will follow two weeks later through authorised retailers worldwide. Given Jellycat's track record of sell-outs — the Amuseable Avocado famously sold out in 4 hours — collectors are advised to set reminders.
What this means for the market
Jellycat's move into conservation-themed plush signals a broader industry shift. Steiff launched its "Wild Life" recycled line last year, and Build-A-Bear introduced ocean cleanup bears in March. But Jellycat's design-forward approach and dedicated charity partnership raises the bar considerably.
The plush industry generated $14.8 billion globally in 2025, and the premium segment where Jellycat operates is growing at 18% year-over-year — nearly triple the rate of mass-market plush. With Deep Blue, Jellycat is betting that sustainability and collectibility are not just compatible but complementary.
PlushPulse will have hands-on reviews of the Deep Blue collection as soon as samples arrive. Follow us for first looks and availability updates.