After last year's blockbuster debut at Jing An Kerry Centre, the Jellycat Cafe pop-up has returned to Shanghai, now taking over the atrium of Plaza 66 on West Nanjing Road.

The British plush toy brand, famous for its whimsical designs and devoted adult following, opened its new experience store on Sept 4.

Excitement was palpable. When reservations went live on its WeChat mini program on Sept 1, all opening week slots sold out within minutes.

On launch day, Plaza 66 was transformed into a Jellycat wonderland. Giant billboards covered the exterior, while themed installations at the entrance and atrium featured oversized plush characters. A pink bear clutching a strawberry dessert, a bunny wearing an ID badge, and a peach-topped birthday cake plush welcomed visitors, drawing crowds eager to snap photos.

This year's centerpiece is a collection inspired by Shanghai’s city flower, the white magnolia. The limited-edition lineup introduces seven new items, including the Bartholomew Bear "Cupcake". Alongside these exclusives, the cafe offers a range of bread- and dessert-inspired toys, all set within an immersive coffeehouse theme.

The most talked-about feature is the interactive packaging ritual. At the checkout, staff members add playful finishing touches to each purchase, from whipped cream and sprinkles for dessert plushies to lit candles for birthday cake toys, latte art for coffee plushies, and even a massage for the pink bear.

One young visitor captured the sentiment, saying what makes Jellycat special is its emotional value. The pop-ups create playful interactions with the toys that rekindle the joy of childhood games around the house, only now reimagined for adults.

For those unable to secure reservations, Plaza 66 also features a Jellycat pop-up store on the fourth floor, open daily without the need for booking.

If you go

When: Daily from Sept 4, 10 am to 10 pm

Where: 1F Atrium, Plaza 66, No 1266 West Nanjing Road, Jing'an district

Reservations: Released weekly every Monday at 12 pm via the official Jellycat WeChat mini program. Guests must present a valid booking confirmation to enter the cafe.

Source: Official WeChat account of Shanghai Jing'an Media Center at "jaxwzx"