Australian supermarket giant Coles has sent shoppers into a festive frenzy with the surprise release of incredibly affordable plush toys that are near-identical duplicates of the globally coveted Jellycat brand.
The budget-friendly finds, priced under $20, represent a tiny fraction of the cost of their luxury counterparts, making them one of the season's most talked-about bargains.
Social Media Sparks Shopper Excitement
The discovery first went viral when a Melbourne woman shared a video on TikTok, exclaiming, "Coles has fake Jellycats oh my god." Her clip, which has amassed an impressive 32,000 views, quickly alerted the nation to the Christmas miracle on supermarket shelves.
In her video, the shopper pointed out the striking resemblance, noting, "It’s a complete rip-off of Jellycats but they're not expensive at all ... how cute! Christmas has come early!"
The Global Phenomenon Meets Supermarket Savvy
Jellycat, the acclaimed UK-based plush toy brand, has seen its popularity explode globally. With a presence in 77 countries and over 25 years in business, the brand commanded more than 20 per cent of all global plush toy sales in 2024.
Their surge continued into 2025, fueled by viral sensations like the Jellycat Diners experience, where customers 'order' food-themed plushies from a menu.
Coles' version closely mimics Jellycat's Amuseables line—adorable plush versions of common items featuring characteristic beady eyes and cheerful smiles.
Shoppers React to the Budget-Friendly Find
The response from Australian consumers has been overwhelmingly positive, with many expressing shock and delight at both the quality and the price point.
One amazed commenter wrote, "OMG they’re so cute," while another observed, "It has such a similar vibe to the Jellycats!"
The festive collection includes:
- Plush Christmas trees
- Wreaths
- Gingerbread men
- Santas
- Christmas puddings
- Elves
A Coles spokesperson confirmed the collection's popularity, stating, "We’re delighted to see the excitement around these adorable plush toys, which are part of this year’s Christmas range and designed to bring a little extra joy to our customers this festive season."
"They’re a first for Coles, and it’s easy to see why these exclusive toys have quickly become such a popular find in the lead-up to Christmas."
Shoppers need to act quickly, as the Coles plush toys will only be available on supermarket shelves for a limited time, making them a truly seasonal treasure.
