High-end Doll Brand JELLYCAT Enters the Restaurant Business？ It’s Amazing！
World’s first and only Jellycat diner just opened in NYC at FAO Schwarz in Rockefeller Center.
Jellycat is a British premium doll brand, creating original and innovative soft toys since 1999. Jellycat continues to combine luxurious fabrics with designs that are sometimes quirky, sometimes cute but always with a little something different that makes them stand out from the crowd. Jellycat continues to combine luxurious fabrics with designs that are sometimes quirky, sometimes cute but always with a little something different that makes them stand out from the crowd. Each Jellycat doll comes with limbs and pea-shaped eyes and a smiling mouth. Jellycat is so popular with consumers worldwide that you can seek out Jellycat quirky critters wherever you go!
The content I am going to share is a video posted by Jellycat’s TikTok account. The video is in Jellycat’s usual retro-cute style, with an upbeat BGM. The video shows the address of Jellycat’s first restaurant, and animations of four Jellycat food dolls (smiling taco, burger, hotdog, or slice of pizza) simulating cooking. When I saw this video, I wondered if this restaurant would sell some of the new Jellycat dolls. Or will it sell real food that looks like the dolls? Like the restaurant in Disneyland? I think it’s because this video doesn’t clearly explain the specifics of the restaurant which makes the audience want to explore more on their own.
Therefore, I clicked on the post’s hashtag (even if I hadn’t clicked on the hashtag, TikTok’s powerful algorithms would have recommended Jellycat-related content) and I saw a video of a visit from an influencer invited by Jellycat, which showed the Jellycat Diner in great detail — everything about it makes it feel like a REAL restaurant, which makes a “FAKE” restaurant maximal. -The Jellycat Diner is set up to resemble a retro eatery with checkered floors, a mock jukebox, and a large, modern dining room, which makes it a great place to eat. The Jellycat Diner is set up to resemble a retro eatery with checkered floors, a mock jukebox, and menus listing the location’s exclusive gift set. The store features adorable plush provisions in a variety of food themes like doughnuts, coffee, and vegetables, all displayed on the counter. The staff is at the counter in aprons to take your order, cook the food you order (adorable plushies), and then wrap the food in paper, place it in a box of the corresponding shape, and finally put it in a bag. There are also your own customized name stickers that you can put on the food wrappers and pins corresponding to the food that you can only get by purchasing here. What a subtle combination of restaurant and dolls, it’s a very attractive innovation of Jellycat content and a continuation of the previous style. It drew me to this restaurant and for the first time I purchased a Jellycat.
I think this content with influencers is very sharable. The average consumer, like me, who wants to go to a restaurant after watching it, will share this video with my friends. People who go to restaurants, will film the process and share it online because of the fun nature of the campaign. influencers only cost $45 to catch the trend to complete a post, which is very attractive.
One other thing I noticed. Dolls, including Jellycat, generally have more female consumers. But since this novelty and innovative content is very SHARABLE, many male influencers also go to hit the post. It can be inferred that not only male influencers became consumers, but their male followers also received the message and recognized Jellycat as a doll brand.
I think this campaign is very successful. One is that the dolls and the restaurant combined with the fun attracted people’s attention. The other is that everything — — staff, dolls, decorations, the purchase process, customized stuff, and the videos released by Jellycat — — is all related to the innovative and cute image that Jellycat gives to consumers. In the end, this story was literally told seamlessly across all channels. From TikTok’s Jellycat account to hashtag’s influencer’s videos to offline brick-and-mortar stores, Jellycat succeeded in telling this profoundly cute restaurant story The story of this adorable restaurant has been told seamlessly across all channels.
