Why Jellycat is taking top British retailers to court over smiley croissants

Jellycat has launched legal action against several major high street retailers to protect its products against ‘dupes’ (unauthorised copies). The brand is using a two-pronged legal approach combining registered trademark infringement claims with common law passing off actions to protect its products. Ultimately the dispute revolves around the viral popularity of Jellycats and other brands trying to capture that excitement.