Spiralcute International has brought its Chiikawa and Mofusand properties to two of the UK’s most prestigious department stores, with dedicated pop-up experiences.
The launches bring cultural sensation Chiikawa to Selfridges in London, while the curiously cute cats of Mofusand have taken over a dedicated space in the toy department at Harrods.
Jazwares serves as Spiralcute’s master toy partner and global distributor outside Asia for its core character product ranges, including Chiikawa and Mofusand. The activations coincide with the autumn 2026 launch of the first Jazwares lines for both brands outside Asia.
At Selfridges’ Oxford Street store, an immersive Chiikawa pop-up brings the world of Chiikawa to life through a character discovery gallery wall, sushi-style conveyor product display, dedicated photo opportunity and a screen showcasing the brand’s new YouTube content. The content is revealed as part of the in-store activation, giving fans an opportunity to discover Chiikawa’s world alongside the new product range.
The assortment combines Jazwares plush across a range of formats and sizes with authentic Japanese product, including the collectable blind sushi figures and 6-inch Kiramekko collection. Headlining the range is the UK-exclusive at Selfridges 6-inch Chiikawa x Sanrio Kiramekko collection from Japan, bringing together two popular Japanese character brands, with favourite Chiikawa characters reimagined as iconic Sanrio characters.
Meanwhile, the Mofusand pop-up on the fourth floor of Harrods takes inspiration from the brand’s flagship store in Harajuku, Tokyo, with playful displays and photo opportunities bringing Mofusand’s distinctive ‘sophisti-cute’ world to life.
Jazwares’ official Mofusand range at Harrods includes 8-inch core and premier plush, an 18-inch sleeping plush and 6-inch standing plush, alongside the 6-inch Kiramekko collection from Japan. The collection also features an exclusive 6-inch Hedgehog Kiramekko, presented in a specially designed Harrods-branded box.
The two pop-ups mark an important UK retail moment for the fast growing Japanese character brands.
“Chiikawa and Mofusand have built passionate fan communities across Asia, and bringing these much-loved brands to two of the UK’s most iconic department stores is a significant moment in their international growth,” commented Kate Schlomann, evp business development and operations at Spiralcute International. “Selfridges and Harrods are destinations in their own right, and these launches give fans an opportunity to experience the distinctive worlds of Chiikawa and Mofusand in truly special and memorable ways.”
Holly Walker, md UK & European distributors at Jazwares, continued: “We’re incredibly excited to bring Chiikawa and Mofusand to UK fans, combining new Jazwares product ranges with authentic Japanese product to give fans an experience that truly reflects what makes these brands so distinctive. Launching at Selfridges and Harrods gives us a fantastic platform to showcase the breadth, collectability and quality of the ranges, alongside the unique Japanese products that fans know and love. We’re looking forward to building on this momentum as both brands continue to grow in the UK.”
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