The concept involves creating a unique experience of "birthing" a plush. Through a simple "stuffing" system, customers fill the chosen plush from a range of over forty different models.

After this step, the customer is invited to "give birth" to their plush friend by inserting its "soul" (placing a guardian angel or a magical fabric star that symbolizes the soul inside the plush before closing it) and making a pledge of love and loyalty to their new friend. Before sealing it, you can insert sound capsules (children's laughter, kisses, lullabies, etc.) and even a self-recordable capsule allowing you to create a special message or give a voice to your plush.

This step will be completed by issuing a passport for the animal containing its details along with a photo of the plush and its owner.

Next comes the dressing stage, during which nearly a hundred costumes, each as amusing as the other, are offered to customers.