Woolworths has ignited a shopping frenzy with its new limited-edition homeware collection, inspired by the beloved stuffed toy brand Jellycat. The range, featuring crockery items adorned with sweet, smiling faces, has shoppers racing to stores across the country to get their hands on the whimsical pieces before they sell out.
The collection includes plates shaped like toast and a fried egg, a mug with feet, and a breakfast bowl, all priced at just $8 each. Each item features the signature Jellycat smile that has made the brand a global phenomenon. The range is available only while stocks last, adding to the urgency for eager collectors.
Jellycat Craze Takes Over Supermarket Aisles
Jellycat, launched in London in 1999, has grown from a simple stuffed bunny into a cultural icon, thanks in part to social media. The brand is known for its luxurious, soft stuffed animals and for bringing everyday objects like avocados, croissants, and coffee cups to life with stitched-on smiles. These items have become collector's items for both children and adults.
Fans believe Woolworths has captured the exact whimsical vibe that makes Jellycat toys so iconic, now in crockery form. A Woolworths spokesperson told news.com.au: "We know our customers love finding unique, budget-friendly ways to brighten up their home. This limited-edition, breakfast-inspired range is all about bringing a touch of playful personality and extra joy to the morning routine."
Shoppers Share Excitement Online
The collection has quickly gained traction on social media, with shoppers taking to TikTok to share their hauls. Mel Nguyen posted a video showing her purchases, joking, "I definitely don't need any of them but I'm just a girl, and they're all coming home with me." She told news.com.au she found the collection while browsing and thought it was an unexpected and cute find.
Tayla Piubello also shared her excitement, calling the collection "SO cute!" The comment section of her video was filled with agreement, with one user writing, "I need that toast plate!" Another shared, "Oh boy. I'm going to go broke. These are so cute." A third joked, "My 2026 financial goal goes out the door." Some shoppers expressed regret at missing out, with one lamenting, "I see this after just coming home from Woolies."
Not the First Retailer to Jump on Trend
Woolworths is not the first retailer to capitalize on the Jellycat trend. Coles and David Jones have previously offered similar items. In November 2025, Coles launched a limited run of Christmas-themed Jellycat dupes, which were hailed as "cute" by shoppers. A Coles spokesperson said at the time, "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."
The Woolworths collection is expected to sell out quickly, so fans are advised to act fast if they want to add these playful pieces to their homes.
