#233: How Plush Toy Brands Are Going Viral with Experiential Glow-Ups
Forget just selling products—it's time to create immersive shopping experiences for your customers, in person and online. The sensory retail revolution is here, driven by consumers who are tightening their purse strings yet still craving a deeper connection with the brands they invest in. In today’s episode, we’ll dive into three powerful ways plush brands—from high-end labels to indie creators—are building these connections and turning them into tens of thousands of social media likes, comments, and shares.
Take a closer look at the strategies behind savvy brands like Jelly Cat, Ragmop and Goose, and Sad Nuggie, and learn how you can put your own unique spin on consumer engagement in the digital age.
Here’s a sneak peek at what you’ll uncover:
Pop-Up Perfection: Jelly Cat’s whimsical diner setups and pet-themed series aren’t just Instagrammable—they’re unforgettable.
Unboxing, Reinvented: Ragmop and Goose transform packaging into a share-worthy event, complete with puppets and surprises.
Storytelling FTW: Sad Nugget shows how to weave a compelling narrative around your products, making them feel exclusive without the hefty price tag.
When you’re ready to get creative with your marketing budget, hit play on this episode, grab a notepad, and prepare to change how your customers not only see your brand but how they feel about it.
Episode Cliff Notes
Combining physical products with emotional and tactile experiences can enhance customer engagement and drive sales, even in a frugal market. Discover how experiential retail is making waves in the plush toy industry and beyond. [00:02:00]
Learn how brands like Jelly Cat and Ragmop & Goose use social media to create unforgettable boxing and storytelling experiences that captivate consumers and generate buzz. These strategies can offer a high return on investment for your brand! [00:02:00]
You don’t need a big budget to create a memorable customer experience. Learn how storytelling through packaging and personalized selection processes can make your product launch unique and engaging without breaking the bank. [00:11:27]
-
This episode is brought to you by www.thetoycoach.com
Book Mentioned: Why We Buy by Paco Underhill
Jelly Cat Pop Up
Paris
New York
Ragmop and Goose
Website
Instagram
Sad Nuggie
TikTok
Instagram
Links for CJ Charles Justine Doll: mymotherisasuperhero.com -
[00:00:00] You are listening to making it in the toy industry episode number 233.
[00:00:04] Hey there toy people, Azhelle Wade here. And welcome back to another episode of making it in the toy industry. This is a weekly podcast brought to you by the toy coach.com. August 12th was my wedding anniversary. And for part of the wedding anniversary, I really wanted to go to this experience called the bubble experience and they had a huge balloon room to represent bubbles and we love balloons. So we went to this experience And throughout every room, we were bombarded with visuals of bubbles and light.
[00:00:57] We had photo ops and video [00:01:00] ops and more, by the end of the experience, we were having so much fun. We didn't want it to end. And where does the experience let out? But of course,
[00:01:07] a retail store that is branded with the same bubble theme. So for today's podcast episode, we are going to talk about experiential retail because based on last week's episode, I explained how consumers are getting more and more frugal being more and more aware of what they're spending, but one thing they don't skimp on our experiences. So what better thing for us to do than to combine our physical products with an emotional a tactile experience.
[00:01:40] that's what we're going to be diving into today. Specifically how experiential retail or experiential shopping is actually touching the plush side of the toy industry in a big way. Experiential shopping has been a buzz word in retail. And the plush side of the toy industry is no [00:02:00] exception. Consumers are increasingly seeking out more than just a product.
[00:02:04] They crave experiences stories to tell their friends and family and connections with other consumers who like the products that they like. The trend for this experiential retail is driven by a desire for uniqueness personalization. Tight purse, strings and emotional engagement. Experiential retail doesn't have to be expensive for the consumer or the company producing the product, in fact, The most affordable options for experiential shopping solutions today, the ones that can offer the most ROI for your brand with a direct connection to consumer. Actually relies heavily on social media. By the end of this episode, you'll learn how plush toy brands today are creating unique shopping experiences that go beyond the product itself.
[00:02:53] We will talk virtual and in person. We'll go through some examples of successful experiential shopping [00:03:00] campaigns in the plush toy industry and then finally, we'll talk about how you might implement experiential shopping strategies into your own brands.
[00:03:09] So let's get started. I found some great things. I can't wait to share with you.
[00:03:12] First, we've got to talk about experiential retail.
[00:03:17] Years ago, I was obsessed with this book called why we buy, I believe the author is Pako Underhill. And this key line from the book stands out to me to this day. That line was this when a consumer walks into a store. If they pick up a product, the likelihood of them buying that product increases to 80%. And ever since reading that line, I always thought about how to build tactile experiences into my product from when I launched my clothing company, costume. Me and would show it at craft shows.
[00:03:49] I always wanted to allow people to pick up the product and even encourage them to touch the product. I even came out with a product that was very specifically tactile. It was a [00:04:00] pair of flip sequin leggings that customers love to play with. And when moving into the toy industry and developing products toys, I always wanted to incorporate trisomies or windows, even if it's a window just to touch a material that is really cool in the product. Because of this line, this truth that. Touching the product creates a connection that helps the consumer engage with it. But experiential retail takes that to another level.
[00:04:27] I imagine walking into a store and it's more like a magical Wonderland than it is a retail space. In today's digital age, consumers are craving experiences, not just product. Right now, we're seeing experiential retail happen in museums or pop-ups one that comes to mind immediately for me is Meow Wolf. This is a experience in, Las Vegas. And what the experience is you walk into a space and it is [00:05:00] like a playground for the senses. There are lights, there are crawl spaces to go through that. Open up into whole new worlds. There are slides there's buttons. There's music to play. But when you first enter a Meow Wolf, They're all actually themed and disguised to look like something else. The one that I've been to is themed and disguised to look like a grocery store. And that grocery store I believe is called Pop Mart And you're exploring around this grocery store and it looks like a normal grocery store. That grocery store is actually a retail space, a functioning, retail space.
[00:05:36] Most of the things in the grocery store you can't buy, but some of the things you can, and it's a bit of a scavenger hunt to figure out wait, is this something that I can take home? That is part of the allure.
[00:05:47] Experiential shopping has taken on a life of its own outside of the toy industry, but in today's age, we are seeing. The experiential retail trend move [00:06:00] into the plush toy industry. Possibly due to the increased. Interest in plush products. And if you have the right factories, the plush tend to be pretty affordable to produce in comparison to plastic toys, where you need to invest thousands and thousands in custom molds plush don't require that. I have many students producing plush products for $9 a unit, and then reselling them for 60 and up. So plush can be a profitable business. But. For a plus to be high end, more and more, there has to be some sort of story and experience associated with it.
[00:06:42] This experiential shopping trend is more than a trend. It is a shift in consumer behavior because in today's digital age, consumers, Are tired of being online and alone. They're looking for unique, personalized, and more engaging [00:07:00] experiences. They want to feel a connection to the brands that they support and the products they purchase. A study.
[00:07:07] by PWC found that 73% of consumers say they're willing to pay a premium for a great customer experience.
[00:07:16] Now that is everything from great customer service to actually how they are delivered the product. But nonetheless, we see how important experience really is. This is a huge indicator of what toy companies and retailers should really be focusing on. Moving forward, but I don't have to tell the industry that because the industry is already doing it.
[00:07:39] So let's look at what's happening in the plush toy industry and it is happening more so on the specialty side right now, even the independent side. Plush toys. They evoke sense of nostalgia comfort.
[00:07:52] There's an emotional connection there. So they are already ideal for eliciting emotion [00:08:00] and creating experiences for consumers. So the key example that I want to share today about an retail shopping experience is one by jelly cat.
[00:08:12] That has just been all over my social feeds, whether I'm an Instagram or Tik TOK.
[00:08:18] So jelly cat has launched popups across the globe in some of the most expensive cities. Food markets, diners, pet this Les. Were there jelly cat are the food items that the customers are ordering. One of my favorite videos that I've seen come up on my feed so many times. Is where the young woman packaging up the jelly cat. Is putting icing on the jelly cat places it in a cake box and literally makes the icing noises as she's doing that.
[00:08:50] So silly. So ridiculous. There are consumers saying, oh my gosh, this is terrible. Where do I go? Get one
[00:08:56] it's all about the [00:09:00] experience. Jelly cat also opened up this pop-up diner at FAO Schwartz. It is blue and white has those cool vintage diner vibes. The people working behind the cash register are wearing the old school, fifties diner caps.
[00:09:16] They've got eight brands. They're an all white, they've got one in London as well. and all these pop-ups are just packaging jelly, cat. Like food. One video which I'm going to put in the show.
[00:09:28] Note shows a pizza jelly cat. Wrapped up in a beautiful printed jelly cat paper and placed in a gorgeous and high quality jelly cat pizza box. And then placed in an even higher quality tote bag with fabric handles.
[00:09:43] Now the jelly cat, about this LD in Paris. It packages up adorable little macaroons targets. Brioche is in these cute little. Pastry boxes. They even have the Jelly Cats on display [00:10:00] in a clear case. And people. Aren't mad at it, even. Consumers that are mad at it.
[00:10:06] Still want it. The experience is working.
[00:10:10] Take TOK user Nicole Jacqueline went to visit the jelly cat pop-up experience in New York city at FAO Schwartz.
[00:10:16] For $45. It seems she got the experience. Got in, got her jelly cat packed up like a sweet little tree and then took it to carry it away. not only did the employees give the perfect experience by packaging up her jelly cat, like this perfect little expensive treat, but she also got a custom sticker once it was done being wrapped, placed at the top of the box saying this jelly cat was made for Nicole, talk about customizable.
[00:10:44] Now, if you're wondering what people think in the comments they're questioning, whether the $45 includes the jelly cat or it's just the experience people are saying, this looks so fun. People are saying, love this, please come to Southern California. I must go. People say [00:11:00] where yes, they're tagging their friends.
[00:11:02] He is working. So this is one of the key reasons I say, why social media can actually help your experiential side of your toy business because people can promote it like this. If it's that special. Hold on. You might be thinking, Azhelle, you told me earlier that having experiential component to my toy brand does not have to be expensive, but doing a pop-up at FAO Schwartz certainly sounds expensive as y'all. What are you talking about? I got you. I understand. Yes. You're not wrong.
[00:11:29] That's why we are going to move on to talk about our next topic, which is. Storytelling through your pack-out. What is that? Okay, so there is a.
[00:11:41] The next example, I'm going to give you for creating a memorable customer experience is storytelling through your packaging process. How can you possibly do that for this? We're going to take inspiration from an Instagram account and company called rag mop and goose rag, mop and goose
[00:11:59] [00:12:00] Creates puppets. And on their social media feed, they bring these puppets to life. By having these puppets tell stories and talk to people on their social feeds, they have personalities and all of that. The clever thing that rag. And goose does with their puppet characters is anytime somebody places an order, they actually show the process of that puppet getting packaged up to go to their new home. How do they do that? You might wonder. And how they do that is so simple. It looks like they have an overhead camera set right over the box where their plush puppet is going to be placed inside of.
[00:12:37] And the creator literally talks to the puppet and says, all right, you're going to your new home. And the puppet talks back and says, okay, good. I miss you guys. The creator gives the puppet their adoption certificate and tells the puppet to hold onto it. The Puppet's okay, I got it. Now, the Cree.
[00:12:52] And then at the very end, my favorite little part is where the creator. Of the puppet says, okay, now hold your breath. You're going to your new home. And the public's [00:13:00] okay, it is the cutest thing. It seems like for every order rag, mop and goose does this special boxing . This is the opposite of unboxing. This is creators of the product doing a boxing video of videos, showing the process of boxing, the product that personifies the product to connect to the consumers even more. Not only is this an incredible customer experience for the person buying the product.
[00:13:24] Imagine little Tommy is getting this puppet and get along with the physical puppet, a video story of when that puppet came to him and was getting ready to come to him. But not only that you've got the power of social media behind you, when you share this video with your following.
[00:13:40] So rag, mop, and goose on this specific video over 22,000 likes. Some of the comments say, is he still available? I love him. They make jokes about the comments that the character made before getting into the box. They actually talk about this character and other characters in the rag, [00:14:00] mop and goose line as if they're real people and how they should go on and ventures together.
[00:14:04] They comment on this design. Other people comment that this is probably their new favorite other people literally talk to bubbles the character and say, buy bubbles, have fun in your new home. This is just such brilliant marketing and incredible customer service for a company that creates play products because you're giving. Life to your product before it even gets into the hand of your consumer, you're giving your consumer and experience before it even lands on their doorstep. Amazing job.
[00:14:34] If you go through the rag mop and Goose's entire Instagram, it's not all pack-out videos, they're actually a lot of personality videos. It's a lot of getting to know the different puppets. So when you're thinking about experiential shopping and doing that for your brand, think about how you can personify and give life to your existing plush characters.
[00:14:56] Now, of course, this brand has puppets that are meant to [00:15:00] move about. So they're meant to have voices and speak and move around. So it really works for them. But my next example might help you think outside of the box for what you could do for your brand.
[00:15:12] So let's move on to that next example. The next experiential shopping strategy I want to share with you is personalized selection and the brand that does this really well is a brand called sad nugget. This brand allows customers to personalize quote unquote. nugget plush through written requests and the brand. Just tapped into this desire for people to have unique and relatable products, but actually didn't customize the product at all.
[00:15:43] if you look at sad nugget, It is the same character. It is the same plush. It is the same design. Over and over again. What's different is the story of selecting the nugget to send to the customer. That's right. The story. [00:16:00] Sad nuggets, Instagram account focuses on the process of selecting the perfect nugget within a pile of nuggets that all look exactly the same based on email or DM request from their consumers.
[00:16:14] So the videos we'll start with got this request from consumer XYZ, for a nugget that looks a little sad, but wants to go out dancing tonight. And then the creator of the sad nugget will walk around with a fryer basket genius. Saying. Okay. Which one of these nuggets looks like? He's a little sad, but he wants, got dancing tonight.
[00:16:34] Oh, This one looks like they all look exactly the same. It's so engaging. You wouldn't believe how engaging it is. They all look exactly the same yet. You will see in the Instagram comments that people are saying, oh my gosh, that nugget does look sad. Like he wants to go dancing. It is hilarious.
[00:16:50] I'm going to see if I can play one for you right now, just so you can get a taste, but head over to the toy coach. coach.com/ 2, 3, 3, to grab the link, to watch this video. And of course, [00:17:00] all of the other ones I mentioned in today's episode, but let's listen in. This customer says my girlfriend and I love watching his packing videos on Tik TOK. Please pack a nug. You that looks like as long as this will live, but still trying to do its best. This one right here looks like it's barely hanging on by a thread. But it's still up here trying to get adopted. Doing your best as always enough, no-gi. Now literally every nugget looks the same. It is an brilliant customer experience that literally costs nothing costs, nothing. It's brilliant. So I just want to go over some of the comments.
[00:17:33] Some of the comments will typically say, oh, I can't order right now, but can you find me a nugget who loves watching TV, but ran out of good shoes is watching this. Sad, Nuggie targets a demographic of people that are struggling, trying to get through. Trying to stay happy, even though things are hard and you see those consumers in the comment section, people will comment things like can't order right now, but can you find me a nugget who loves TV, but has run out of good shows and is watching the same things over and over again?
[00:17:58] People will tag other [00:18:00] people to buy them a Nuggie. And in later videos you'll actually see that the creator has ordered outfits for the nuggies. So in a pile of like a hundred nuggies that all look the same, there will be two or three, like wearing a pumpkin costume or a t-shirt or like a grim Reaper outfit.
[00:18:17] It is just brilliant. Let's wrap this all up and talk about why this works, what we should learn, what we should consider as we're moving forward. And as our consumers are more and more concerned with price. But at the same time, they're more and more concerned with quality.
[00:18:33] We have to ask ourselves, how can we increase quality in their experience without having to affect the price of the products themselves sad Nuggie is brilliant with being able to produce the same product. And we know with our MOQ our minimum order quantities. It's super important for the product to stay the same, but give every customer or almost every customer, a unique shopping experience.
[00:18:57] Then One level up. We have rag, mop and [00:19:00] goose who have different products for their customers. They've got dozens of puppets. But giving those puppets all distinct personalities. going back to our Toyota principles of distinct character personalities.
[00:19:12] And if you don't know what our Toyota principles are, go to the toy coach.com forward slash two, but rag mop and goose does a brilliant job of showcasing distinct character personality. So their consumers can choose what puppet that they connect with. And then they take that a step further by making sure that the puppet creates a personal and direct connection with that consumer.
[00:19:32] When you create an experience for your consumer before the product even gets to them. And then have that. Social proof and social support from other people online saying how great that experience is that is going to reduce buyer's remorse or uncertainty so much by having a community of people, reminding your buyers, what a lovely experience they just bought into.
[00:19:57] For a larger companies pop up [00:20:00] experiences like this jelly cat. Put this Ellie. The experience and this diner experience that they have with FAO Schwartz in New York city. Is resilient is great. But what is the longterm play? How can we make our brands synonymous with this customer experience?
[00:20:16] Okay. So now let's quickly think through a few ways that you could create a customer experience virtually Let's say you have your own doll line and every time. Parent orders, they fill in a little bit of information about the child. Maybe it's their favorite color. Maybe it's their birthday and I don't know their favorite thing to do. And when boxing this doll to send off to the child, you have your social media team record a video of you using a magical salt shaker that can be filled with glitter, but not actually have the ability for the glitter to come out and your and the person managing the account is using that salt shaker over [00:21:00] the doll saying things like adding in a dash of blue, because blue is the child's favorite color,
[00:21:05] adding in a dash of skateboarding because maybe skateboarding, is there a favorite activity? And really just creating a personality for the doll. Even though we know the doll doesn't really have a personality, but creating that virtual customer experience.
[00:21:20] Yes, it is a very hands-on approach for every customer. Might think, oh, but making a video like that for just one customer seems like a poor use of time, but in actuality, you're not making a video for one customer. This video. be part of your customer experience and also a piece of content that is going to go out into the world and has the ability to touch and affect so many more of your ideal target consumers.
[00:21:47] So let's look at another example.
[00:21:49] What if we wanted to be inspired by the sad Nuggie concept?
[00:21:53] And I have a line of happy plastic fairies. And I say, tell me which type of you want.
[00:21:59] But in reality, [00:22:00] all the fairies look the same and say, my customer say, oh, I want to fairy. That looks like she's about to get into trouble. But she's always having fun with her friends. And so I would do that same thing, like looking for that ferry and say, oh, here she is. She's you know, here she is getting into trouble, found the ferry, sending her to you.
[00:22:16] And for our final example, I want to call back to the jelly cat pop-up shop while you might not have the budget. To do a big pop-up shop in New York city. What you can do is attend consumer facing fairs and have a pop-up they're. CHITAG is the key consumer facing fare in the toy industry. And that would be a perfect place to test out a concept like the jelly cat experience.
[00:22:45] Do you want to create some sort of store where kids can come to purchase your. Toy. And it will be perfectly packaged, like a little pastry, like the jelly cat experience, or, I don't know. Let's say you have a tooth, very plush.
[00:22:59] [00:23:00] I'm calling back to a brand. I remember seeing at Astra. The tooth brigade, but let's say you have a tooth plush. And And let's say you want to have a pop-up experience where the kid comes into a mockup bedroom and searches to find the tooth plush.
[00:23:15] and that plush that they find will be the one that they take home. That is a way to create a pop-up experience for a little bit less of a cost by doing it at a toy trade show. If you're interested in working with me on some ideas for how you can create an experience for your consumers, you can book a one-on-one call on my site. Now we've opened up new slots, just head over to the toy. coach.com. And at the very top, you'll see something that says, book a call, tap book, a call.
[00:23:44] You'll have access to my calendar immediately. And I would love to meet with you.
[00:23:48] So how can you create a more meaningful customer experience for the people that buy your products? Is it by your. You're boxing process. And how you record that or is it [00:24:00] by the selection process of the toys that are being sent to them?
[00:24:03] Before I jump into my summary of today's episode.
[00:24:06] I'd like to give a quick shout out to CJ, Charles of my mother's a superhero, huge. Congratulations for getting her plush doll line produced. I'm so excited. She is on the way. CJ joined TCA a while back, and I'm just so thrilled that now you finally have your plush Justine dolls on the way. Congratulations, CJ, Charles.
[00:24:25] And please, head over to my mother is a superhero.com to support CJ by one of her dolls, check out her book.
[00:24:33] And if you're a retail toy store owner, please consider learning more about this doll and the creator.
[00:24:38] We'll put all of the links you need in the show notes the toy coach.com forward slash 2 3, 3.
[00:24:44] All right. For our super quick wrap-up of today's episode, we've just got to highlight four things. One. If we want to compete with our ever tightening purse strings of our consumer, we have got to offer them more of an experience when they're buying [00:25:00] our product, whether that is in-person or online Number
[00:25:04] Azhelle Wade: three ,
[00:25:04] you can create an experience for your consumers by having a pop-up. A pop-up event that lasts a few months, make sure that you have a strong social media plan to record and promote that pop-up event so that it could potentially go viral among your ideal target market.
[00:25:20] Your ITM.
[00:25:21] And while that is the most expensive experiential retail option, it is definitely a powerful one, which we see our leader of this example is jelly cat and their pop-up diner and put the city.
[00:25:33] Number two, you can create an experience for your consumers, with a boxing video, show your consumers, how your product is packaged and turn it into a story that they actually want to watch personify your characters, or just talk about yourself, make them feel like they're a part of the world.
[00:25:50] Instead of personifying your characters, you approach it from a Willy Wonka perspective and welcome them into your toy shop so they can watch as you pack their special toy [00:26:00] gift. So they can watch as their toy gets packed and shipped off to them.
[00:26:04] and finally, number four, even if all of your product looks exactly the same. Think about how you can tell a story or you can get consumers to tell you a story like sad nugget does that will create a better experience for your consumers.
[00:26:20] Getting the product, literally remember the sad nugget creator shows a video of her picking a nugget based on a very specific. Request from her consumer, but really all the nuggets look the same. It's all about imagination. Imagination is key here.
[00:26:36] As always, thank you so much for spending this time with me today.
[00:26:39] I know your time is valuable and that there are a ton of podcasts out there. So it truly means the world to me that you tune into this one until next week. I'll see you later. Toy people.
[00:26:49] [00:27:00]
-
🎓 Unlock dozens of trusted factory contacts, develop your idea, and grow your toy company contact list TODAY by joining Toy Creators Academy®, submit an application here.