Queues of up to three hours have become the norm outside the Jellycat experience at Selfridges London, where shoppers line up for the chance to buy a plush portion of fish and chips.
More than two years after it launched, the interactive attraction remains one of London's most talked-about retail experiences, attracting collectors from across the UK and overseas. But visitors are not simply buying soft toys. They're buying into an exclusive experience fuelled by nostalgia, collectability and social media buzz.
