Name: Dexter Dragon.
Age: Introduced in 2019.
Appearance: Much admired and, allegedly, imitated.
Is Dexter Dragon an influencer? No, he’s a dragon.
But dragons are mythical, or extinct, or something. Dexter is a blue-and-maroon cuddly toy, part of a whole dragon range, made by the posh plush producers Jellycat.
Posh plush? They’re posh because certain Jellycat cuddly toys are known to be popular with younger members of the royal family.
And Dexter is popular, too? Yes, even at the relatively steep price of £27 for the smallest size. So popular, in fact, that Aldi introduced its own stuffed dragon.
What does Aldi’s look like? It’s green and purple, but otherwise rather like Dexter.
How much does the Aldi version sell for? £4.
I imagine the Jellycat people aren’t exactly thrilled about that. You imagine right – they’ve taken legal action, according to the Sunday Times, alleging that the Aldi dragon is “strikingly similar” to their design and constituted infringement.
What does Aldi say? That its version merely has features “that are inherent to a dragon”. And, while not admitting liability, Aldi stopped selling its dragon when first contacted by Jellycat.
Thus Dexter prevails. Actually, Jellycat retires its designs every year. Dexter is destined to become an overpriced collectible.
So, this is a story about no one selling plush dragon toys. Jellycat offers other dragons. But it’s the principle.
What principle? Jellycat alleges that Aldi has form in this area, citing some light-up gin liqueur bottles that Aldi was found to have infringed from Marks & Spencer designs, a decision upheld on appeal in March.
This reminds me of that insect cake controversy of yesteryear. Are you referring to the Colin the Caterpillar chocolate roll cake, introduced by M&S in 1990?
Colin, that’s him. A dessert so popular that Aldi was moved to produce its own caterpillar-shaped cake, Cuthbert, sparking a lawsuit that was eventually – and confidentially – resolved in 2022.
Leaving only one true caterpillar cake? Well, after a brief spell away from shelves, Cuthbert did eventually return. And then there’s Morris the Caterpillar cake, available from Morrisons.
OK, so some slipped by them. Also, Cecil the Caterpillar from Waitrose, Wiggles the Caterpillar from Sainsbury’s and versions by Poundland (Chris), Asda (Letty) and Co-op (Charlie).
I guess it’s hard to keep a good idea to yourself. And expensive.
Do say: “Here’s an idea for you: a limited-edition blue-and-maroon dragon, but in cake form.”
Don’t say: “He’s called Darryl and he also breathes fire. Lighter fluid sold separately.”
