Madhappy x Jellycat
With this collaboration, I hope to create a nostalgic experience where consumers can match their Jellycats to their sweat sets, sparking joy, enhancing comfort, and promoting mental well-being, all while enabling self-expression and a touch of childhood reminiscence.
ABOUT MADHAPPY
Founded in Los Angeles in 2017, Madhappy is a lifestyle brand built around optimism and community. Through apparel, experiential retail, and its Local Optimist magazine, the brand fosters conversations about mental health and positivity. The Madhappy Foundation extends this mission by supporting research, awareness, and accessibility in mental health initiatives.
ABOUT JELLYCAT
Established in London in 1999, Jellycat is a globally loved brand known for its whimsical and ultra-soft plush toys. The brand has become synonymous with comfort, playfulness, and nostalgia, offering products that spark joy across generations while maintaining a focus on quality and imagination.
WHY THIS COLLABORATION
The missions of Madhappy and Jellycat naturally complement one another. Madhappy champions mental well-being and optimism, while Jellycat embodies comfort, joy, and nostalgia. Together, they create a collaboration that encourages young people to reconnect with their inner child, find comfort in everyday life, and promote positive mental health through playful self-expression.
POSITIONING
We want young adults (14–21) to see the Madhappy x Jellycat collaboration as a positive, comforting way to express themselves, reconnect with childhood, and prioritize mental health through creative, nostalgic apparel.
TARGET AUDIENCE
Profile: High school & college students, primarily female, ages 14–21
Lifestyle: Active on Instagram, TikTok, Snapchat; into fashion, pop culture, and comfort-driven clothing
Needs: Outlets for self-expression, cozy clothes for everyday wear, and stress relief during school
Values: Mental health, community, and meaningful connections with friends & family
Additional: Budget-conscious but brand-aware; inspired by celebrities & cultural icons; balancing big goals with daily comfort
