Amid slowing luxury sales and declining foot traffic, Plaza 66 — Hong Kong developer Hang Lung’s flagship mall in Shanghai — is turning to popular plush toy brand Jellycat in a bid to attract shoppers beyond its core VIP clientele.

Dubbed Jellycat Café, the playful pop-up spans the mall’s ground-floor atrium, a fourth-floor storefront and an outdoor display booth. Decked out in a Tiffany & Co. -like blue hue, Jellycat’s Plaza 66 takeover officially launched on Thursday to considerable fanfare.

Due to the popularity of the toy brand, shoppers must first make a reservation on its WeChat’s Mini Program before they can queue up on the ground. While slots are hard to come by, a new batch will be released every Monday at noon. No closing date has been revealed for the pop-up.

Jellycat

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