Croissants, coffee, avocados, flowers, bags, or even Christmas trees with faces—we’re talking about the famous British plush toys from Jellycat. Whether you’re a big fan or just curious: Since August 17, you can discover these iconic characters at the world’s largest Jellycat in-store experience on the 4th floor of KaDeWe . There, a playful world of experiences awaits you, all in the spirit of a colorful folk festival.
The Jellyfest experience world is a large retail space featuring an especially wide variety of stuffed animals. The concept combines shopping with a staged experience world. Jellyfest was inspired by traditional fairs and folk festivals. Visitors can expect special backdrops, interactive elements, and characters developed specifically for the Berlin location.
Berlin thus joins the ranks of international Jellycat experience worlds. The brand has already opened elaborately staged experiences such as Jellycat Airlines in London, a patisserie in Paris, a diner in New York, and a general store in Seoul . These are joined by café concepts in Shanghai and Beijing, among others.
The theme of the new Berlin experience is a fair or folk festival. The fourth floor of KaDeWe has been transformed into a playful festival world that stands out distinctly from a typical Jellycat store. The design features special displays, interactive elements, and various fair motifs. A Ferris wheel also plays a central visual role. The aim is for visitors not merely to select Jellycat figures from shelves, but to immerse themselves in a world specifically designed around the products.
A special feature of Jellyfest is the characters created specifically for the Berlin experience. Many of them are based on typical German foods and classic fair snacks. Among them is Amuseables’ Wilhelm Von Bratwurst, a plush bratwurst wearing a traditional-style hat. Jellycat even portrays the character as the leader of a brass band.
There’s also a plush pretzel: Amuseables Heinrich Pretzel. Amuseables Kathrin Candy Floss represents a serving of cotton candy, while Amuseables Candied Almond transforms the classic candied almond into a Jellycat character. Amuseables Von Illa Eiskaffee is particularly quirky. Jellycat even developed a unique little Berlin personality for the character , describing her as a graduate of a trendy Berlin design school who tends to view current fashion trends with skepticism.
Among the eye-catching characters are Wilhelm Von Bratwurst (a bratwurst), Heinrich Pretzel (a pretzel), Kathrin Candy Floss (cotton candy), Von Illa Eiskaffee (iced coffee), and Candied Almond ( roasted almonds ) . Jellycat has long since stopped selling its individual products exclusively as stuffed animals or plush toys. Many characters are given names, personalities, and their own little stories. The Jellyfest in Berlin is not just another temporary pop-up. The new experience at KaDeWe is permanent and is now managed by Jellycat alongside the brand’s other international experience worlds.
