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“Cool teddies” might sound a bit like a contradiction in terms – unless you’re a Jellycat fan, of course.

The bears, which come in a range of adorable designs, are being collected en masse by Gen Z and Millennials (three of my pals have assembled plush families from the brand).

For some reason, “Jellycat” seems to be a little more acceptable to publicly profess to owning than “teddies” among adults, and mum pals tell me they’re a hit among kids too.

So, we spoke to Mandy Saven, a content director at consumer trends publication Stylus, about how the brand made an “it bear.”

“Jellycats are the ‘cool’ version of teddy bears”

The trends expert tells us Jellycats really do feel different to customers.

“Rather than being seen as babyish, they’re valued for their whimsical appearances, attractive (often muted) colour palettes and simple designs,” she tells us.

“Functioning more as little pieces of art or décor, they’re easy and stylish purchases that carry the air of being in-the-know and having cultural clout. One also knows that they’re well-made and worth the pounds spent – despite being toys, they’re not frivolous purchases.

“There’s a lot of thought and personal taste that goes into selecting your Jellycat – the one that speaks to you on an emotional level.”

Then, there’s the fact that the bears are highly collectable but sometimes go into early “retirement,” a factor Saven says “only elevates their desirability.”

And that’s without considering the company’s often viral events, including their fish and chip display at Selfridges.

“Here, customers placed their orders at a counter and received their Jellycat wrapped in Jellycat-themed newspaper – replicating how one would eat traditional takeaway fish and chips at the British seaside,” Saven tells us.

“The experience and presentation neatly wrap nostalgia and heritage into a hip and colourful package that feels inviting, exciting and even emotional.”

Lastly, Saven says her company have found in their research that soft toys can provide mental relief for both kids and adults.

“Jellycats are a short leap away from that functionality with their super-soft super-cuddly bodies that feel incredibly supportive and reassuring,” she tells us, adding: “Let’s face it – in this day and age we could also use more support and reassurance and if that comes in the form of a soft toy many are happy to take it and will not be judged for doing so.”

That’s how, the expert says, the brand went from a regular-degular teddy company to one which carries “cultural kudos.”