What: Soft-toy brand Jellycat has exploded in popularity over the last few years, particularly with younger shoppers drawn to their products via social media.

Why it is important: Jellycat hosted a chip shop pop-up at Selfridges as well as a similar ‘Patisserie’ concept at Galeries Lafayette.

These were masterstrokes from Jellycat as it went instantly viral and caused a huge spike in traffic to the brand’s website. Selfridges recorded a 246% increase in Jellycat sales last year and the pink Coffee-to-go Bag it launched exclusively with the brand sold out within days. Another exclusive launch is also being planned for this year’s festive season. According to customer behaviour analysts, Jellycat’s success is rooted in their products’ ability to make customers recall joyful or safe memories from childhood, while being shareable and collectible.

The success of Selfridges’ and Galeries Lafayette’s Jellycat pop-ups