NEW YORK, August 10, 2026 — Viral collectible brand Sticki Rolls brought its digital fandom into the real world this weekend with its first-ever New York City pop-up, transforming SoHo nail studio Chillhouse into an immersive Sticki Rolls experience on August 7 and 8.
The two-day activation brought together beauty, creators and collectibles in a space designed around the behaviors that have helped fuel Sticki Rolls’ growth with Gen Alpha: customization, trading, friendship and participation. Guests could get custom Sticki-inspired manicures, stop by the Sticki Café, create BFF bracelets and accessories, and meet Anna and Erin, the artists behind the original Sticki Rolls collection.
The pop-up marked the latest step in Sticki Rolls’ expansion beyond traditional toy marketing. Since launching in 2024, the YouTube-born brand has generated more than 1 billion views and expanded into more than 60 countries, building its audience through creator content, unboxings and collectible trading. The Chillhouse partnership brought that community into beauty and lifestyle, giving fans new ways to interact with the brand beyond the screen and toy aisle.
The activation also gave attendees a first look at Sticki Mates, a new collectible format featuring character bag charms that extends the Sticki Rolls universe beyond its signature wearable sticker bracelets. The launch builds on the brand’s focus on collecting, accessorizing and self-expression while introducing a new way for fans to carry Sticki Rolls into their everyday lives.
Since partnering with Sticki Rolls in 2025, Jazwares has continued to build the brand across creator partnerships, retail, licensing and experiential marketing. The NYC activation brought those elements together in one physical experience, translating a community that first formed online into an IRL moment designed for participation and content creation.
The Chillhouse takeover comes as Sticki Rolls continues to expand its product portfolio and global presence, with upcoming launches including Sticki Mates and Series 3.
