Naelofar goes mini and mighty in Polly Pocket pop-up event

Hijab brand Naelofar has taken a whimsical trip down memory lane with its latest collaboration, partnering with Polly Pocket to create an immersive, toy-inspired pop-up at KL East Mall.

Running until 27 July, the “Welcome to Pollyville” activation delivers a pastel-hued experience filled with nostalgic charm, mini-games, exclusive merch, and all things pocket-sized.

Dominated by the iconic Polly Pocket heart-shaped compact as its centrepiece, the large-scale setup transforms the mall into a life-sized version of Polly’s world. Decked in hues of pink, purple and periwinkle, the event blends childhood nostalgia with fashion-forward flair, especially for fans of the miniature toy universe.

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Visitors can explore a giant tic-tac-toe wall game using Polly-themed stars and hearts, alongside a vintage toy display showcasing Polly Pocket collections from over the years.

Colouring stations invite both kids and adults to get creative, while a DIY charm bar allows fans to craft their own accessories for just RM10. There’s even a bingo game where winners can redeem exclusive Polly Pocket x Naelofar water tattoos.

To commemorate the collab, Naelofar also launched a special line of Polly Pocket-themed scarves, apparel, and accessories. Shoppers who purchase two scarves can take home exclusive enamel pins and sticker sets, while those spending RM450 in a single receipt will receive a limited-edition 35th anniversary Polly Pocket handbag-sized toy.

To kick off the activation, a private launch was held with influencers showing up in pastel outfits and the special-edition hijab scarves. The event has been designed with a strong toy-centric theme, appealing not just to nostalgic millennials, but also to young girls enchanted by Polly’s world of compact playsets and whimsical storytelling.

In the lead-up to the pop-up event, Naelofar built anticipation through a series of social media teasers. One standout post featured influencer Sofea Shra being styled in the Polly Pocket x Naelofar collection while reminiscing about her childhood memories with the iconic toy.

The brand also shared behind-the-scenes glimpses of the event preparations, including media kit packing, design ideation for the activation, and playful moments of the team exploring Polly Pocket’s vintage toy collections.

With photo-worthy backdrops, hands-on activities, and a heavy dose of pastel play, the Pollyville pop-up is a powerful example of how nostalgic IPs can be reimagined to connect with new audiences. Mini in size, but mighty in impact.

Naelofar is not the only one who took the whimsical route for a collaborative pop-up activation. Recently, tea beverage chain CHAGEE invited Malaysians on a whimsical journey through tea and storytelling with the launch of its limited time "Earl grey tea series", created in collaboration with the British Library. Inspired by Alice’s Adventures in Wonderland, the new series pairs premium tea blends with a fantastical aesthetic complete with exclusive Alice-themed packaging and in-store experiences.

To mark the launch, CHAGEE hosted a wonderland-themed pop-up at Pavilion Kuala Lumpur from 23 to 29 June. The on-ground activation features a huge installation of CHAGEE's iconic black lid cup clad in new Alice-themed artwork, alongside fantastical garden and tea party decorations right at the centre of the shopping mall. The pop-up staff were also seen dressed up with bunny ears and top hats, a nod to the literary classic.

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