The page has a good picture of how the led-matrix is hooked up internally.
Basically, if you apply power to column 1 and ground to row 5, then the led at coordinates 1,5 will light up.
What you need (and what I can't help you with because I am a n00b =P) is a multiplexer to get the 16 outputs you would need to set the entire display at once. Another thing you could try was using a counter (IC that gets pulses, and with each pulse "counts" through it's output pins) connected to the columns, and arduino outputs connected to the rows. Get this going fast enough and it would seem like a solid picture.
Anyways, could anyone help this fellow nerd with some multiplexing info for his rather "romantgeek" project? ^^
Hope to see pictures of your finished plushy! ^^