Category Archives: Home blog


On 23 Jan 2023, X-PLAYGROUND became JELLYCAT’S official distributor in Australia.


Creating original and innovative soft toys in London since 1999, Jellycat continues to combine luxurious fabrics with designs that are sometimes quirky, sometime cute but always with a little something different that makes them stand out from the crowd! The name Jellycat was dreamt up by a child who loved jellies and cats and giggled at the thought of the two together. The silliness of the name was a great reflection of the design and so it stuck!

Jellycat has designed in the UK since the beginning and continue to work with designers in London and around the country. The small range that Jellycat launched with in 1999 was individual and most unusual, announcing as a soft toy creator with a difference. Since then Jellycat has continued to work hard to combine the coolest designs with the most luxurious of fabrics in the process creating thousands of wonderfully innovative soft toys.

Jellycat’s network of stockists has grown considerably since the beginning. Not long after establishing in the UK, Jellycat Inc was set up in Minneapolis in 2001. In the following years Jellycat has been privileged to supply some of the finest retail shops, department stores and boutiques throughout the UK, USA, Canada, Europe, Asia and even as far as Australia.

Jellycat is continuously experimenting with designs, trying to find the most loveable combination of soft squidginess and quirky which are launched in two collections each year.

All items can be purchased online / in-store

Melbourne Welcomes the first X-Playground x Lovey Patisserie Café Physical Store!

On 3 Nov 2022, X-Playground collaborated with Lovey Patisserie Cafe opened its first physical store, which is located in Melbourne’s Doncaster. Address is Shop 1/642 Doncaster Rd Doncaster VIC 3108, we open 7 days per week.

The store conveniently located on the ground floor of Nest, a residential tower located on Doncaster Road. Free 2-hour parking is available to our patrons on level B1 – enter and exit via Frederick Street. Simply tap your credit card on entry and exit, and you receive 2 hours free parking.

This store offers a unique pop art café that showcases a wonderland of delectable desserts, aromatic coffee, tea and specialty drinks, perfectly paired with the most desirable, existing, and highly sought-after art toys. It is a cool and inviting place to relax with your family and friends as you savour our gourmet cakes, enjoy the stylish ambience and admire our amazing, limited-edition collectibles.

Key brands for sale in our store include: POP MART, BE@RBRICK & KAWS from Medicom Toy, Takashi Murakami, Mighty Jaxx, Soap Studio, Zuny, Mr Maria, Rotary Hero with even more exciting new brands coming to our store in the near future.We offer exclusive promotions in-store. Customers can see the art toys in real life instead of just checking photos online, providing a more interactive, personalised experience, plus saving on shipping costs. Customer can purchase the collectibles on the spot and take them home with you, ready to enjoy. If an item is available on our website, but we don’t have it in-store, customers can place their order in store, with the choice of collecting the items in-store or having them delivered to their doorstep.

You’re invited to come and visit our exquisite, vibrant cafĂ©, where you’ll be sincerely welcomed and have a one-of-a-kind experience found nowhere else in Australia.