New England Aquarium Shop pairs cuddly creatures with conservation one penguin, turtle and right whale at a time.
Education, emotional connection and environmentally mindful sourcing inform how the New England Aquarium Shop selects and presents plush. The newly renovated store curates an assortment of stuffies that speaks to the aquarium’s much-loved residents — Myrtle the sea turtle, North American right whales and lots of penguins.
The thoughtful menagerie offers guests a way to take home and love a memorable sea animal.
Store Director Lisa Zajonc, who spent 32 years managing Disney stores, translates her experience in a retail world that’s all about making memories to the aquarium shop she oversees.
Plush is personal, she points out.
 Around every corner you’ll find penguins, turtles and axolotls, but you won’t find animals that don’t reside at the aquarium. “My daughter, who is now 24, still has the seal she got with her grandparents when she came to this aquarium as a little kid,” relates Zajonc, adding that cuddly creatures easily squish into visitors’ luggage, and inventive accessories (outfits!) give customers ways to play with plush.
Plush gives gift stores a cozy feel — relatable warmth — and it has a universal appeal. “All ages are interested in the variety, but it’s definitely the kids who drive the purchases,” says Zajonc.
Here’s a look at how mission, merchandising and memory-making come together in the New England Aquarium Shop’s plush program.
Sea-life starsThe aquarium’s star residents shape the store’s bestselling themes and spark instant recognition among guests.
“Because we are very known for our penguins, penguins are huge for our guests,” Zajonc says of a dominant character across the store’s displays. Turtles are equally popular and sell swimmingly.
Axolotls are having a moment, and the New England Aquarium is embracing customers’ interest in this curious amphibian. The long and lean snake-like stuffy is displayed hanging from racks that showcase its shape and invites guests to wear it like a boa.
Sharks, assorted fish and sea life round out the mix. And for Boston visitors heading out on whale-watch excursions, a distinctive plush option creates a powerful connection.
“We carry a right whale because it’s specific to our location,” Zajonc explains, adding that other whales are also in stock but not in the spotlight like this species, which can be spotted in the Boston Harbor.
 Whether a right whale, a seal, a penguin or a turtle, you’ll find all eyes staring at you as you walk by, drawing you into the cuteness. “For this specific whale, our partners ensure the plush is designed with integrity and includes the features of the actual animal,” says Zajonc.
As is the case with other feature plush, the right whale is dispersed in stuffed animal displays and earns a feature position next to products of a similar theme.
While there are mermaids in the house, also paired with apparel in this motif, the shop stays true to its exhibit connections. “We don’t carry a dolphin or sea otter, and you won’t find an arbitrary sloth or teddy bear,” Zajonc quips.
All the extrasBig, small or carry them all? The New England Aquarium Shop provides a range of pint-sized and big-hug plush, ranging from 12 to 24 inches. The store carries two plush keychains, a penguin and an octopus, which meet the company’s sustainability requirements.
And the shop gives customers much more than plush variety. Accessories abound and add to bag size while satisfying parents who are O.K. with “just one” to add to a child’s cuddle collection and splurging on some extra.
One guest favorite is a toy marine mammal stretcher modeled after the real equipment used when rescuing or transporting animals in the wild.
Plushy’s Closet is another playful twist on the category. Whimsical racks of “clothing” much like a pet Halloween costume are sized for plush and themed to align with the aquarium’s key animals. Guests can dress up a plush penguin as a turtle — options abound.
Here, plush-wear departs from marine life and includes a dinosaur and butterfly, among other options.
This interchangeable costuming line — a take on a Build-A-Bear-style experience — gives families a fresh way to customize a classic souvenir. “Most kids have a plethora of plush at their home, so parents like to add something a little bit different,” she says.
Merchandising missionAligning with the aquarium’s conservation mission, the shop upholds sustainability commitments that extend to sourcing plush.
As an Event Network store, it participates in the company’s Plastic Stops Initiative which means ensuring plush fabrics adhere to guidelines. While this can limit some categories like plush keychains that might have plastic fobs, it also opens the doors for creativity and gives customers a feeling that they’re contributing to a worthy cause, Zajonc says.
Visual reminders throughout the store tie products to purpose. A sign reading Care & Protect is a backdrop for an extensive plush corner, wall displays lined in wire baskets that allow customers to see all the fluff stuff.
With presentation, Zajonc brought a signature expectation with her from years of working in Disney retail: every plush should greet guests face-forward.
“At Disney we always had our plush mountain area and every item had to be facing forward so you could see the eyes and buttons,” she says. “We do the same with our animals here.”
The Aquarium Shop’s custom-made “plush island” — a large oval fixture created during a store remodel — helps make that happen. “The top sellers we keep forward so people are not searching out for those animals,” says Zajonc, who dubs this display a “continent” because of its expansive presence in the shop.
Smaller plush are displayed in baskets with coordinating outfits featured nearby. Basket heights are at grab-level for all ages.
Meanwhile, maintaining the experience requires thoughtful replenishment. When the fixture was installed, Zajonc’s team calculated its capacity. “We work with vendors to make sure our baseline of inventory is always at a certain level so we don’t ever run out,” she says.
From penguins to right whales, every stuffed creature is a soft ambassador for the ocean. And as Zajonc puts it, the magic of plush is its staying power in a gift shop environment and beyond. After all, she says, “It’s a memory.”
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