A small gift shop in Cardiff has gone viral on TikTok. The store’s new Jellycat collection has drawn huge crowds, surprising both staff and customers alike.

Cardiff: A little gift shop has taken the city by storm. Welcome Things opened a Jellycat section upstairs, and it’s been a hit!
Over the weekend, people lined up in the Royal Arcade just to get in. They have around 160 different Jellycats, with prices from £30 to £200. It’s been a busy spot since they opened the upstairs after 14 months.
Two TikTok videos showing off the new collection got over 150,000 views. Owner Jemma Afia was amazed by the turnout. She said, “It’s been ridiculous since it opened. We weren’t ready for this!”
Jemma always wanted to have Jellycats in her shop. She said, “When we first opened, we envisioned this upstairs as a Jellycat shop.”
People love the variety. Some collect bunnies, while others go for food or dragons. Jemma mentioned, “It’s a fantastic brand with beautiful quality. You never know which ones will be popular.”
One of their top toys is a giant tuxedo cat head, priced at £199.95. It was made to celebrate Jellycat’s 25th anniversary. Jemma explained that many people collect these toys, making them highly sought after.
She added, “Everyone probably has a Jellycat bunny at home without realizing it!” The brand has evolved from baby toys to a wide range of fun characters.
When asked about her favorite Jellycat, Jemma couldn’t pick just one. But she did mention a cute Christmas peanut reindeer as a top choice. If you can’t make it to Cardiff, you can find Jellycats online, including on Amazon.