Jellycat’s ‘dupe’ dilemma: Can IP protect a ‘cute’ aesthetic?

Jellycat’s battle against ‘dupes’ is testing the limits of intellectual property protection for design-led brands, from trademark and passing-off claims to copyright and design rights. As the plush-toy company takes on retailers including Aldi, Next, Hamleys and Morrisons, lawyers examine how far brands can go in protecting a distinctive look and feel.