View 3 Images

Jellycat and Selfridges have released a new toy to celebrate 25 years of their partnership, but when I arrived at the launch, I could only think one thing: ‘what have I done?’.

Jellycats were so popular last year, they triggered a ‘crime wave’ of shoplifting.

People were desperate to get their hands on these exclusive plushies, so at the release of a brand new, exclusive toy, I was expecting a queue filled with bickering and backstabbing.

Yet with each step I took towards the store, I was proven more and more wrong.

It was an entirely different issue that set me back. Among the intensely bright lights and distracting background noise of Bullring shoppers I heard... Christmas songs.

Yes, on November 3. First the city centre Christmas tree now this.

I make that 52

See Full Page