Jellycat Amuseables Ruler

Amuseables Ruler is never more content than when things line up perfectly. Angles. Ratios. Windows. It’s no wonder he’s studying to become an architect!

You’ll likely find him desk-sharing with his best friend, Amuseables Pencil: a creative livewire (and serial doodler). They shouldn’t work well together, but together they’re responsible for some of the most exciting new builds this side of Battersea Power Station…

Even in a world of wild ideas, someone’s got to draw the line. It's all about balance! 

Creating original and innovative soft toys in London since 1999, Jellycat continues to combine luxurious fabrics with designs that are sometimes quirky, sometime cute but always with a little something different that makes them stand out from the crowd! The name Jellycat was dreamt up by a child who loved jellies and cats and giggled at the thought of the two together. The silliness of the name was a great reflection of the design and so it stuck!

What makes a Jellycat special? Perhaps it is the way they sit in your hand, the expression that speaks a thousand words or the feeling of holding one close to you… The answer is different for everyone. And that is the magic.