of the United Kingdom’s capitol city.
Of the many hobbies that emerged over the last century, sticker collecting has managed to adapt, evolve, and maintain cultural relevance. Even in our current era of digital connectivity, Gen Alpha is collecting stickers as a form of self-expression and cultural currency.
Sticki Rolls has undoubtedly helped drive this analog hobby resurgence. The brand has gone viral many times for its “satisfyingly stretchy” collectibles and niche sticker bundles. And its power extends far beyond novelty. It sits at the intersection of beauty, collectibles, and the creator economy.
“The innovation pipeline within Sticki Rolls is totally fashion-driven, from pendants to sticker books, all the different ways you can collect, show off your collection, and share with your friends,” said Michelle Wong, SVP of Global Marketing for Jazwares, the distributor and brand-development partner behind Sticki Rolls’ global expansion. “What’s really unique about this moment in time is [fashion] is really centered around joy, and it’s a demonstration of the things that make you happy. Even at the Gen Alpha stage of life, it’s such a critical part of every day and growing up, so we love being part of that moment. It’s an incredible place to be with a product.”
Its emphasis on joy, maximalism, and self-expression has quickly made Sticki Rolls an online juggernaut. Founders Josh Loerzel and Lev Nelson prioritized organic growth on YouTube and launched the brand account during the 2024 unboxing and “haul” culture wave. Since then, the brand has surpassed 1B views and 1.9M subscribers.
Sticki Rolls has acquired an incredibly loyal fan base, largely due to its close ties with creators like Anna Altamirano and Erin Degan, the Kawaii artists who drove the original Sticki Rolls collection. But its August 2026 pop-up at the Chillhouse store in Soho showed the power of bringing Sticki Rolls’ tactile product offering into the physical world.
Over two days, the Sticki Rolls x Chillhouse pop-up experience hosted nearly 1,000 guests, 500 of whom opted in for complimentary sticker manicures. The event served as a product preview of sorts, giving guests a sneak peek at Sticki Mates, a new collectible bag-charm collection that adds to the brand’s signature assortment of sticker bracelets. But the event also validated how Sticki Rolls could move beyond wholesale presence and into an immersive, fully branded brick-and-mortar experience.
“The thought behind this experience was: how do we harness all this energy and bring it into a real-life environment? How do we create an experience where fans can actually live and experience it together, and actually have a physical touchstone to the brand itself?”
- Michelle Wong, SVP of Global Marketing, Jazzwares
Because of the brand’s roots online, the pop-up had a powerful digital halo effect. Google search interest rose 50% week over week and 130% month over month immediately after the event. The Sticki Rolls YouTube account also acquired more than 20,000 new subscribers since the event.
The Strategy in Motion: A Product Experience Rooted in ‘Girlhood’
Sticki Rolls has achieved cultural relevance because the product experience is inherently cultural. “Sticki Rolls is an incredibly special brand and product because how you interact with the product—its shareability and collectability—engenders friendship and connection,” Wong said. “I’ve always looked at Sticki Rolls as this definitive product within girlhood.”
It makes sense, then, to create a space that evokes the same feeling and experience, where digital and physical could coexist, and where young shoppers could authentically express themselves while forming new friendships in the store and even online after their visit.
"There’s so much about the digital experience that is innate in this generation, so it’s not either/or—it’s more about how do we ensure that all of those ways to interact with a brand are present and we get to take that into real life,” Wong said. “Sticki Rolls allows their fans, their consumers, to have that in-real-life human connection. The sharing, the collecting that’s happening in playgrounds and parties and schools, actually fosters a really sweet human interaction."
Chillhouse represented an ideal complementary brand, known for its trendy nail art and press-ons, but also its aspirational aesthetic. Making manicures part of the “Sticki Rolls experience” turned what most girls consider a rite of passage into a product-trial experience. Wong noted that when the team considered how a sticker brand could and should show up, fashion and beauty “squarely fit within where the brand also inhabits.”
“The nail salon felt like a natural way to show up, but also a little unexpected. That’s where a lot of the joy gets sparked, just fueling that fandom.”
- Michelle Wong, Jazzwares
The Sticki Rolls-inspired manicures, paired with BFF bracelet-making, a meet-and-greet with the brand’s two most popular creator partners (Anna and Erin), and a branded “Sticki Café,” turned a product reveal into a community-driven experience engineered for Gen Alpha and their parents, which reflects the very real media consumption habits of most households today.
"The primary audience is certainly Gen Alpha, but we are experiencing media very differently today than when I was growing up,” Wong said. “It’s very much a shared household experience and, at the end of the day, it’s jewelry. It’s a great way for families to feel connected—you could have a mommy-and-me moment. There’s absolutely a halo of who else gets to really enjoy this content and experience."
Vision: A Dopamine Roadshow
The final pop-up design was unmistakably Sticki Rolls, from the sticker art on the walls to the character pillows and pops of pink throughout the space. “We thought through every detail to make sure that when people show up, it’s undeniably Sticki Rolls,” Wong said. “That joy and connection is immediately communicated as soon as you step into the space.”
The end experience undeniably resonated, given the long-tail value Sticki Rolls saw in the form of pop-up visits, Google searches, and social-media follows. While KPIs put a number to the investment, Wong noted they’d pay just as much attention to the comments because that is where new opportunities lie.
“We know this audience is already incredibly vocal, active, and highly engaged on social,” Wong said. “We want to see a lot of that, either covered by the fans that are there, or comments that say they want us to come to their city. We want to watch that engine start really rolling and use that data to inform what is next. What are the things that really got people excited, and where we go next.”
Wong didn’t give a firm answer about what’s next, but she jokingly remarked that they could easily bring the pop-up on the road. “Let’s do a tour or roadshow,” she said. “There are so many fans, and there’s so much energy for Sticki Rolls. The moments of glee, and actually seeing that on everyone’s faces, is so powerful.”
Of the many hobbies that emerged over the last century, sticker collecting has managed to adapt, evolve, and maintain cultural relevance. Even in our current era of digital connectivity, Gen Alpha is collecting stickers as a form of self-expression and cultural currency.
Sticki Rolls has undoubtedly helped drive this analog hobby resurgence. The brand has gone viral many times for its “satisfyingly stretchy” collectibles and niche sticker bundles. And its power extends far beyond novelty. It sits at the intersection of beauty, collectibles, and the creator economy.
“The innovation pipeline within Sticki Rolls is totally fashion-driven, from pendants to sticker books, all the different ways you can collect, show off your collection, and share with your friends,” said Michelle Wong, SVP of Global Marketing for Jazwares, the distributor and brand-development partner behind Sticki Rolls’ global expansion. “What’s really unique about this moment in time is [fashion] is really centered around joy, and it’s a demonstration of the things that make you happy. Even at the Gen Alpha stage of life, it’s such a critical part of every day and growing up, so we love being part of that moment. It’s an incredible place to be with a product.”
Its emphasis on joy, maximalism, and self-expression has quickly made Sticki Rolls an online juggernaut. Founders Josh Loerzel and Lev Nelson prioritized organic growth on YouTube and launched the brand account during the 2024 unboxing and “haul” culture wave. Since then, the brand has surpassed 1B views and 1.9M subscribers.
Sticki Rolls has acquired an incredibly loyal fan base, largely due to its close ties with creators like Anna Altamirano and Erin Degan, the Kawaii artists who drove the original Sticki Rolls collection. But its August 2026 pop-up at the Chillhouse store in Soho showed the power of bringing Sticki Rolls’ tactile product offering into the physical world.
Over two days, the Sticki Rolls x Chillhouse pop-up experience hosted nearly 1,000 guests, 500 of whom opted in for complimentary sticker manicures. The event served as a product preview of sorts, giving guests a sneak peek at Sticki Mates, a new collectible bag-charm collection that adds to the brand’s signature assortment of sticker bracelets. But the event also validated how Sticki Rolls could move beyond wholesale presence and into an immersive, fully branded brick-and-mortar experience.
“The thought behind this experience was: how do we harness all this energy and bring it into a real-life environment? How do we create an experience where fans can actually live and experience it together, and actually have a physical touchstone to the brand itself?”
- Michelle Wong, SVP of Global Marketing, Jazzwares
Because of the brand’s roots online, the pop-up had a powerful digital halo effect. Google search interest rose 50% week over week and 130% month over month immediately after the event. The Sticki Rolls YouTube account also acquired more than 20,000 new subscribers since the event.
The Strategy in Motion: A Product Experience Rooted in ‘Girlhood’
Sticki Rolls has achieved cultural relevance because the product experience is inherently cultural. “Sticki Rolls is an incredibly special brand and product because how you interact with the product—its shareability and collectability—engenders friendship and connection,” Wong said. “I’ve always looked at Sticki Rolls as this definitive product within girlhood.”
It makes sense, then, to create a space that evokes the same feeling and experience, where digital and physical could coexist, and where young shoppers could authentically express themselves while forming new friendships in the store and even online after their visit.
"There’s so much about the digital experience that is innate in this generation, so it’s not either/or—it’s more about how do we ensure that all of those ways to interact with a brand are present and we get to take that into real life,” Wong said. “Sticki Rolls allows their fans, their consumers, to have that in-real-life human connection. The sharing, the collecting that’s happening in playgrounds and parties and schools, actually fosters a really sweet human interaction."
Chillhouse represented an ideal complementary brand, known for its trendy nail art and press-ons, but also its aspirational aesthetic. Making manicures part of the “Sticki Rolls experience” turned what most girls consider a rite of passage into a product-trial experience. Wong noted that when the team considered how a sticker brand could and should show up, fashion and beauty “squarely fit within where the brand also inhabits.”
“The nail salon felt like a natural way to show up, but also a little unexpected. That’s where a lot of the joy gets sparked, just fueling that fandom.”
- Michelle Wong, Jazzwares
The Sticki Rolls-inspired manicures, paired with BFF bracelet-making, a meet-and-greet with the brand’s two most popular creator partners (Anna and Erin), and a branded “Sticki Café,” turned a product reveal into a community-driven experience engineered for Gen Alpha and their parents, which reflects the very real media consumption habits of most households today.
"The primary audience is certainly Gen Alpha, but we are experiencing media very differently today than when I was growing up,” Wong said. “It’s very much a shared household experience and, at the end of the day, it’s jewelry. It’s a great way for families to feel connected—you could have a mommy-and-me moment. There’s absolutely a halo of who else gets to really enjoy this content and experience."
Vision: A Dopamine Roadshow
The final pop-up design was unmistakably Sticki Rolls, from the sticker art on the walls to the character pillows and pops of pink throughout the space. “We thought through every detail to make sure that when people show up, it’s undeniably Sticki Rolls,” Wong said. “That joy and connection is immediately communicated as soon as you step into the space.”
The end experience undeniably resonated, given the long-tail value Sticki Rolls saw in the form of pop-up visits, Google searches, and social-media follows. While KPIs put a number to the investment, Wong noted they’d pay just as much attention to the comments because that is where new opportunities lie.
“We know this audience is already incredibly vocal, active, and highly engaged on social,” Wong said. “We want to see a lot of that, either covered by the fans that are there, or comments that say they want us to come to their city. We want to watch that engine start really rolling and use that data to inform what is next. What are the things that really got people excited, and where we go next.”
Wong didn’t give a firm answer about what’s next, but she jokingly remarked that they could easily bring the pop-up on the road. “Let’s do a tour or roadshow,” she said. “There are so many fans, and there’s so much energy for Sticki Rolls. The moments of glee, and actually seeing that on everyone’s faces, is so powerful.”
Of the many hobbies that emerged over the last century, sticker collecting has managed to adapt, evolve, and maintain cultural relevance. Even in our current era of digital connectivity, Gen Alpha is collecting stickers as a form of self-expression and cultural currency.
Sticki Rolls has undoubtedly helped drive this analog hobby resurgence. The brand has gone viral many times for its “satisfyingly stretchy” collectibles and niche sticker bundles. And its power extends far beyond novelty. It sits at the intersection of beauty, collectibles, and the creator economy.
“The innovation pipeline within Sticki Rolls is totally fashion-driven, from pendants to sticker books, all the different ways you can collect, show off your collection, and share with your friends,” said Michelle Wong, SVP of Global Marketing for Jazwares, the distributor and brand-development partner behind Sticki Rolls’ global expansion. “What’s really unique about this moment in time is [fashion] is really centered around joy, and it’s a demonstration of the things that make you happy. Even at the Gen Alpha stage of life, it’s such a critical part of every day and growing up, so we love being part of that moment. It’s an incredible place to be with a product.”
Its emphasis on joy, maximalism, and self-expression has quickly made Sticki Rolls an online juggernaut. Founders Josh Loerzel and Lev Nelson prioritized organic growth on YouTube and launched the brand account during the 2024 unboxing and “haul” culture wave. Since then, the brand has surpassed 1B views and 1.9M subscribers.
Sticki Rolls has acquired an incredibly loyal fan base, largely due to its close ties with creators like Anna Altamirano and Erin Degan, the Kawaii artists who drove the original Sticki Rolls collection. But its August 2026 pop-up at the Chillhouse store in Soho showed the power of bringing Sticki Rolls’ tactile product offering into the physical world.
Over two days, the Sticki Rolls x Chillhouse pop-up experience hosted nearly 1,000 guests, 500 of whom opted in for complimentary sticker manicures. The event served as a product preview of sorts, giving guests a sneak peek at Sticki Mates, a new collectible bag-charm collection that adds to the brand’s signature assortment of sticker bracelets. But the event also validated how Sticki Rolls could move beyond wholesale presence and into an immersive, fully branded brick-and-mortar experience.
“The thought behind this experience was: how do we harness all this energy and bring it into a real-life environment? How do we create an experience where fans can actually live and experience it together, and actually have a physical touchstone to the brand itself?”
- Michelle Wong, SVP of Global Marketing, Jazzwares
Because of the brand’s roots online, the pop-up had a powerful digital halo effect. Google search interest rose 50% week over week and 130% month over month immediately after the event. The Sticki Rolls YouTube account also acquired more than 20,000 new subscribers since the event.
The Strategy in Motion: A Product Experience Rooted in ‘Girlhood’
Sticki Rolls has achieved cultural relevance because the product experience is inherently cultural. “Sticki Rolls is an incredibly special brand and product because how you interact with the product—its shareability and collectability—engenders friendship and connection,” Wong said. “I’ve always looked at Sticki Rolls as this definitive product within girlhood.”
It makes sense, then, to create a space that evokes the same feeling and experience, where digital and physical could coexist, and where young shoppers could authentically express themselves while forming new friendships in the store and even online after their visit.
"There’s so much about the digital experience that is innate in this generation, so it’s not either/or—it’s more about how do we ensure that all of those ways to interact with a brand are present and we get to take that into real life,” Wong said. “Sticki Rolls allows their fans, their consumers, to have that in-real-life human connection. The sharing, the collecting that’s happening in playgrounds and parties and schools, actually fosters a really sweet human interaction."
Chillhouse represented an ideal complementary brand, known for its trendy nail art and press-ons, but also its aspirational aesthetic. Making manicures part of the “Sticki Rolls experience” turned what most girls consider a rite of passage into a product-trial experience. Wong noted that when the team considered how a sticker brand could and should show up, fashion and beauty “squarely fit within where the brand also inhabits.”
“The nail salon felt like a natural way to show up, but also a little unexpected. That’s where a lot of the joy gets sparked, just fueling that fandom.”
- Michelle Wong, Jazzwares
The Sticki Rolls-inspired manicures, paired with BFF bracelet-making, a meet-and-greet with the brand’s two most popular creator partners (Anna and Erin), and a branded “Sticki Café,” turned a product reveal into a community-driven experience engineered for Gen Alpha and their parents, which reflects the very real media consumption habits of most households today.
"The primary audience is certainly Gen Alpha, but we are experiencing media very differently today than when I was growing up,” Wong said. “It’s very much a shared household experience and, at the end of the day, it’s jewelry. It’s a great way for families to feel connected—you could have a mommy-and-me moment. There’s absolutely a halo of who else gets to really enjoy this content and experience."
Vision: A Dopamine Roadshow
The final pop-up design was unmistakably Sticki Rolls, from the sticker art on the walls to the character pillows and pops of pink throughout the space. “We thought through every detail to make sure that when people show up, it’s undeniably Sticki Rolls,” Wong said. “That joy and connection is immediately communicated as soon as you step into the space.”
The end experience undeniably resonated, given the long-tail value Sticki Rolls saw in the form of pop-up visits, Google searches, and social-media follows. While KPIs put a number to the investment, Wong noted they’d pay just as much attention to the comments because that is where new opportunities lie.
“We know this audience is already incredibly vocal, active, and highly engaged on social,” Wong said. “We want to see a lot of that, either covered by the fans that are there, or comments that say they want us to come to their city. We want to watch that engine start really rolling and use that data to inform what is next. What are the things that really got people excited, and where we go next.”
Wong didn’t give a firm answer about what’s next, but she jokingly remarked that they could easily bring the pop-up on the road. “Let’s do a tour or roadshow,” she said. “There are so many fans, and there’s so much energy for Sticki Rolls. The moments of glee, and actually seeing that on everyone’s faces, is so powerful.”
Of the many hobbies that emerged over the last century, sticker collecting has managed to adapt, evolve, and maintain cultural relevance. Even in our current era of digital connectivity, Gen Alpha is collecting stickers as a form of self-expression and cultural currency.
Sticki Rolls has undoubtedly helped drive this analog hobby resurgence. The brand has gone viral many times for its “satisfyingly stretchy” collectibles and niche sticker bundles. And its power extends far beyond novelty. It sits at the intersection of beauty, collectibles, and the creator economy.
“The innovation pipeline within Sticki Rolls is totally fashion-driven, from pendants to sticker books, all the different ways you can collect, show off your collection, and share with your friends,” said Michelle Wong, SVP of Global Marketing for Jazwares, the distributor and brand-development partner behind Sticki Rolls’ global expansion. “What’s really unique about this moment in time is [fashion] is really centered around joy, and it’s a demonstration of the things that make you happy. Even at the Gen Alpha stage of life, it’s such a critical part of every day and growing up, so we love being part of that moment. It’s an incredible place to be with a product.”
Its emphasis on joy, maximalism, and self-expression has quickly made Sticki Rolls an online juggernaut. Founders Josh Loerzel and Lev Nelson prioritized organic growth on YouTube and launched the brand account during the 2024 unboxing and “haul” culture wave. Since then, the brand has surpassed 1B views and 1.9M subscribers.
Sticki Rolls has acquired an incredibly loyal fan base, largely due to its close ties with creators like Anna Altamirano and Erin Degan, the Kawaii artists who drove the original Sticki Rolls collection. But its August 2026 pop-up at the Chillhouse store in Soho showed the power of bringing Sticki Rolls’ tactile product offering into the physical world.
Over two days, the Sticki Rolls x Chillhouse pop-up experience hosted nearly 1,000 guests, 500 of whom opted in for complimentary sticker manicures. The event served as a product preview of sorts, giving guests a sneak peek at Sticki Mates, a new collectible bag-charm collection that adds to the brand’s signature assortment of sticker bracelets. But the event also validated how Sticki Rolls could move beyond wholesale presence and into an immersive, fully branded brick-and-mortar experience.
“The thought behind this experience was: how do we harness all this energy and bring it into a real-life environment? How do we create an experience where fans can actually live and experience it together, and actually have a physical touchstone to the brand itself?”
- Michelle Wong, SVP of Global Marketing, Jazzwares
Because of the brand’s roots online, the pop-up had a powerful digital halo effect. Google search interest rose 50% week over week and 130% month over month immediately after the event. The Sticki Rolls YouTube account also acquired more than 20,000 new subscribers since the event.
The Strategy in Motion: A Product Experience Rooted in ‘Girlhood’
Sticki Rolls has achieved cultural relevance because the product experience is inherently cultural. “Sticki Rolls is an incredibly special brand and product because how you interact with the product—its shareability and collectability—engenders friendship and connection,” Wong said. “I’ve always looked at Sticki Rolls as this definitive product within girlhood.”
It makes sense, then, to create a space that evokes the same feeling and experience, where digital and physical could coexist, and where young shoppers could authentically express themselves while forming new friendships in the store and even online after their visit.
"There’s so much about the digital experience that is innate in this generation, so it’s not either/or—it’s more about how do we ensure that all of those ways to interact with a brand are present and we get to take that into real life,” Wong said. “Sticki Rolls allows their fans, their consumers, to have that in-real-life human connection. The sharing, the collecting that’s happening in playgrounds and parties and schools, actually fosters a really sweet human interaction."
Chillhouse represented an ideal complementary brand, known for its trendy nail art and press-ons, but also its aspirational aesthetic. Making manicures part of the “Sticki Rolls experience” turned what most girls consider a rite of passage into a product-trial experience. Wong noted that when the team considered how a sticker brand could and should show up, fashion and beauty “squarely fit within where the brand also inhabits.”
“The nail salon felt like a natural way to show up, but also a little unexpected. That’s where a lot of the joy gets sparked, just fueling that fandom.”
- Michelle Wong, Jazzwares
The Sticki Rolls-inspired manicures, paired with BFF bracelet-making, a meet-and-greet with the brand’s two most popular creator partners (Anna and Erin), and a branded “Sticki Café,” turned a product reveal into a community-driven experience engineered for Gen Alpha and their parents, which reflects the very real media consumption habits of most households today.
"The primary audience is certainly Gen Alpha, but we are experiencing media very differently today than when I was growing up,” Wong said. “It’s very much a shared household experience and, at the end of the day, it’s jewelry. It’s a great way for families to feel connected—you could have a mommy-and-me moment. There’s absolutely a halo of who else gets to really enjoy this content and experience."
Vision: A Dopamine Roadshow
The final pop-up design was unmistakably Sticki Rolls, from the sticker art on the walls to the character pillows and pops of pink throughout the space. “We thought through every detail to make sure that when people show up, it’s undeniably Sticki Rolls,” Wong said. “That joy and connection is immediately communicated as soon as you step into the space.”
The end experience undeniably resonated, given the long-tail value Sticki Rolls saw in the form of pop-up visits, Google searches, and social-media follows. While KPIs put a number to the investment, Wong noted they’d pay just as much attention to the comments because that is where new opportunities lie.
“We know this audience is already incredibly vocal, active, and highly engaged on social,” Wong said. “We want to see a lot of that, either covered by the fans that are there, or comments that say they want us to come to their city. We want to watch that engine start really rolling and use that data to inform what is next. What are the things that really got people excited, and where we go next.”
Wong didn’t give a firm answer about what’s next, but she jokingly remarked that they could easily bring the pop-up on the road. “Let’s do a tour or roadshow,” she said. “There are so many fans, and there’s so much energy for Sticki Rolls. The moments of glee, and actually seeing that on everyone’s faces, is so powerful.”
Of the many hobbies that emerged over the last century, sticker collecting has managed to adapt, evolve, and maintain cultural relevance. Even in our current era of digital connectivity, Gen Alpha is collecting stickers as a form of self-expression and cultural currency.
Sticki Rolls has undoubtedly helped drive this analog hobby resurgence. The brand has gone viral many times for its “satisfyingly stretchy” collectibles and niche sticker bundles. And its power extends far beyond novelty. It sits at the intersection of beauty, collectibles, and the creator economy.
“The innovation pipeline within Sticki Rolls is totally fashion-driven, from pendants to sticker books, all the different ways you can collect, show off your collection, and share with your friends,” said Michelle Wong, SVP of Global Marketing for Jazwares, the distributor and brand-development partner behind Sticki Rolls’ global expansion. “What’s really unique about this moment in time is [fashion] is really centered around joy, and it’s a demonstration of the things that make you happy. Even at the Gen Alpha stage of life, it’s such a critical part of every day and growing up, so we love being part of that moment. It’s an incredible place to be with a product.”
Its emphasis on joy, maximalism, and self-expression has quickly made Sticki Rolls an online juggernaut. Founders Josh Loerzel and Lev Nelson prioritized organic growth on YouTube and launched the brand account during the 2024 unboxing and “haul” culture wave. Since then, the brand has surpassed 1B views and 1.9M subscribers.
Sticki Rolls has acquired an incredibly loyal fan base, largely due to its close ties with creators like Anna Altamirano and Erin Degan, the Kawaii artists who drove the original Sticki Rolls collection. But its August 2026 pop-up at the Chillhouse store in Soho showed the power of bringing Sticki Rolls’ tactile product offering into the physical world.
Over two days, the Sticki Rolls x Chillhouse pop-up experience hosted nearly 1,000 guests, 500 of whom opted in for complimentary sticker manicures. The event served as a product preview of sorts, giving guests a sneak peek at Sticki Mates, a new collectible bag-charm collection that adds to the brand’s signature assortment of sticker bracelets. But the event also validated how Sticki Rolls could move beyond wholesale presence and into an immersive, fully branded brick-and-mortar experience.
“The thought behind this experience was: how do we harness all this energy and bring it into a real-life environment? How do we create an experience where fans can actually live and experience it together, and actually have a physical touchstone to the brand itself?”
- Michelle Wong, SVP of Global Marketing, Jazzwares
Because of the brand’s roots online, the pop-up had a powerful digital halo effect. Google search interest rose 50% week over week and 130% month over month immediately after the event. The Sticki Rolls YouTube account also acquired more than 20,000 new subscribers since the event.
The Strategy in Motion: A Product Experience Rooted in ‘Girlhood’
Sticki Rolls has achieved cultural relevance because the product experience is inherently cultural. “Sticki Rolls is an incredibly special brand and product because how you interact with the product—its shareability and collectability—engenders friendship and connection,” Wong said. “I’ve always looked at Sticki Rolls as this definitive product within girlhood.”
It makes sense, then, to create a space that evokes the same feeling and experience, where digital and physical could coexist, and where young shoppers could authentically express themselves while forming new friendships in the store and even online after their visit.
"There’s so much about the digital experience that is innate in this generation, so it’s not either/or—it’s more about how do we ensure that all of those ways to interact with a brand are present and we get to take that into real life,” Wong said. “Sticki Rolls allows their fans, their consumers, to have that in-real-life human connection. The sharing, the collecting that’s happening in playgrounds and parties and schools, actually fosters a really sweet human interaction."
Chillhouse represented an ideal complementary brand, known for its trendy nail art and press-ons, but also its aspirational aesthetic. Making manicures part of the “Sticki Rolls experience” turned what most girls consider a rite of passage into a product-trial experience. Wong noted that when the team considered how a sticker brand could and should show up, fashion and beauty “squarely fit within where the brand also inhabits.”
“The nail salon felt like a natural way to show up, but also a little unexpected. That’s where a lot of the joy gets sparked, just fueling that fandom.”
- Michelle Wong, Jazzwares
The Sticki Rolls-inspired manicures, paired with BFF bracelet-making, a meet-and-greet with the brand’s two most popular creator partners (Anna and Erin), and a branded “Sticki Café,” turned a product reveal into a community-driven experience engineered for Gen Alpha and their parents, which reflects the very real media consumption habits of most households today.
"The primary audience is certainly Gen Alpha, but we are experiencing media very differently today than when I was growing up,” Wong said. “It’s very much a shared household experience and, at the end of the day, it’s jewelry. It’s a great way for families to feel connected—you could have a mommy-and-me moment. There’s absolutely a halo of who else gets to really enjoy this content and experience."
Vision: A Dopamine Roadshow
The final pop-up design was unmistakably Sticki Rolls, from the sticker art on the walls to the character pillows and pops of pink throughout the space. “We thought through every detail to make sure that when people show up, it’s undeniably Sticki Rolls,” Wong said. “That joy and connection is immediately communicated as soon as you step into the space.”
The end experience undeniably resonated, given the long-tail value Sticki Rolls saw in the form of pop-up visits, Google searches, and social-media follows. While KPIs put a number to the investment, Wong noted they’d pay just as much attention to the comments because that is where new opportunities lie.
“We know this audience is already incredibly vocal, active, and highly engaged on social,” Wong said. “We want to see a lot of that, either covered by the fans that are there, or comments that say they want us to come to their city. We want to watch that engine start really rolling and use that data to inform what is next. What are the things that really got people excited, and where we go next.”
Wong didn’t give a firm answer about what’s next, but she jokingly remarked that they could easily bring the pop-up on the road. “Let’s do a tour or roadshow,” she said. “There are so many fans, and there’s so much energy for Sticki Rolls. The moments of glee, and actually seeing that on everyone’s faces, is so powerful.”
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