British toymaker, social media sensation Jellycat opens second U.S. store in Chicago
British toymaker Jellycat — the company behind the popular “jellies” plushies in shapes from animals to food — opened its second permanent U.S. shop in the Loop.
The “shop-in-shop experience” inside Nordstrom’s Michigan Avenue store opened on Tuesday.
The road trip-themed store, dubbed Road Trip to Joy, features bright orange shelves and metallic counters set against blue walls. The store is filled with a curated selection of the company’s iconic stuffed toys such as “Timmy Turtle” and “Bashful Bunny.”
Visitors wait in line Tuesday to attend the opening of Jellycat Road Trip to Joy shop-in-shop at Nordstrom on Michigan Avenue.
Jeff Schear/Getty
“This collaboration builds on Nordstrom’s long-standing relationship with Jellycat, having been one of the early retailers to champion the brand’s imaginative and high-quality plush toys,” a Nordstrom spokesperson said in a statement. “Together, Nordstrom and Jellycat continue to bring joy to customers of all ages through thoughtful storytelling and exclusive offerings.”
An exclusive item on sale at the store is the carrot cake toy, which the companies said “captures the spirit of joyful detours and nostalgic roadside stops.”
Jellycat’s toys are sold in more than 70 countries and available on its website, department stores and retailers.
The company’s first permanent U.S. store, opened in 2023, is inside FAO Schwarz’s famed New York location at 30 Rockefeller Plaza. Called Jellycat Diner, the shop has stuffed toys in the shape of diner staples like waffles and pancakes.
Other permanent stores, which Jellycat calls “experiences,” also include a café in Shanghai, a pastry shop in Paris and a fish-and-chips stand in London.
Started in 1999, Jellycat’s popularity surged during the COVID-19 pandemic as its toys went viral on social media and attracted children and adults.
Shoppers inside Jellycat Road Trip to Joy shop-in-shop inside Nordstrom in the Loop.
Jeff Schear/Getty
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