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Selfridges is renowned for its iconic yellow bag, first introduced in 1984. The instantly recognisable tote recently had an upgrade following the Jellycat craze - and people have been queuing up for it for hours. The bag is a plushie version of the Selfridges bag and known as the 'Amuseables Selfridges Bag' in Pantone 109 yellow and is made from the softest fabric. It has the signature Jellycat smile and the corded handles and legs. It is the perfect size for holding tiny items, little snacks, other small Jellycat items and can be accessorised with a Jellycat bag charm. This launch came about to celebrate a milestone anniversary of the 25 year partnership between the two brands. Jellycat is known for creating their "highly loveable and playful toys" in the softest of fabrics. Jellycat state that their "unmistakeable creations have disrupted and redefined the category and are a lasting, monumental trend among the TikTok generation." Jellycat was first launched at Selfridges in 2000 with the original 'Dingly Danglys'. Then, their bestselling 'Bashful Bunny' followed shortly. Now, the Jellycat collection has more than 350 characters, like 'Jellycat Jack' including Selfridges exclusives like 'Amuseables Charlie Clip' and 'Leicester Pigeon'. For more stories like this subscribe to our weekly newsletter, The Weekly Gulp , for a curated roundup of trending stories, poignant interviews, and viral lifestyle picks from The Mirror's Audience U35 team delivered straight to your inbox. Judd Crane, Selfridges Executive Director, Buying and Brand, said: We are very proud to be part of Jellycat’s incredible story, as one of the brand’s first stockists, launching at Selfridges in 2000," reports The Industry.Fashion. “We have watched the Jellycat brand, and family, evolve as its loyal and inclusive community of fans and collectors continues to grow and grow. Twenty five years later, Jellycat is a firm favourite with our customers, who come to us for characters and experiences which make their day brighter. “The Selfridges yellow bag is perhaps the most recognisable part of our brand personality, and we are excited be able to share it with Jellycat!” This latest bag retails at £48 and is being stocked online but it will be available in store, in all Selfridges stores, like London, Birmingham and Manchester. Help us improve our content by completing the survey below. We'd love to hear from you!
