The collectible toys craze shows little sign of slowing, with the plush industry growing 102% from 2019 to 2024. But British toymaker Jellycat, known for its whimsical soft plushies of animals, food, and everyday objects, has gained a unique cult following by building worlds around its stuffed toys. “We realized fans wanted real, joyful, memory‑making moments,” CEO Arnaud Meysselle says of the brand’s first experience, the Jellycat Diner, which opened in FAO Schwarz in New York in 2023. “The reaction was beyond anything we could have imagined.” More experiential activations and pop-ups followed in 2024 and 2025, like the Jellycat Patisserie at Galeries Lafayette Paris and the Jellycat Ski Club in L.A., plus shop-in-shop locations, including at Harrods London. The company, which works with more than 7,000 retailers in 80 countries, saw sales jump from $7 million in 2013 to $252 million in 2023 and $446 million in 2024. In 2026, Jellycat opened spaces in Milan, Copenhagen, and Stuttgart, Germany, with Hong Kong on the horizon. This summer, the company plans to expand its partnerships with Nordstrom in the U.S. and Holt Renfrew in Canada. Meysselle says a few more surprises could be in store before Christmas.