Shoppers on the Magnificent Mile just got a lot more reasons to smile. Jellycat — the wildly popular plush brand that’s basically taken over every corner of TikTok — has opened a new shop inside the Nordstrom on Michigan Ave., and yes, it’s just as adorable as people hoped.
The “shop-in-shop,” called Road Trip to Joy, opened on Tuesday, Sep. 30, instantly pulling in crowds of teens, families and plenty of adults who were definitely pretending they were “just browsing.”
The store features bright, colorful displays stacked with Jellycat’s famous soft toys, from animals to desserts to the store-exclusive carrot cake plush. You might be wondering why the store-exclusive is a carrot cake out of all things. The reason behind the adorable dessert is the famous Nordstrom carrot cake recipe.
Walking in honestly feels like stepping into a cozy little toy world. Shelves curve around like a mini forest, there are spots perfect for photos and everywhere you look someone is holding a different plush and deciding if they “really need it,” (Spoiler: They do).
This Chicago location is only the second permanent Jellycat shop in the entire United States, which has fans especially excited. For years, most people only saw these plushies online, but now Chicagoans can pick them up in person and actually feel how soft they are — something reviews say the internet doesn’t do justice.
“It’s like a happiness break in the middle of Michigan Avenue,” Victoria Kim, a proud Jellycat lover, said while hugging a stuffed croissant.
The shop is open during regular Nordstrom hours, giving students, workers and tourists plenty of time to stop by. Whether you’re hunting for gifts or just need something cute to brighten your day, the new Jellycat store makes the Mag Mile feel a little softer — literally.
