Exceptional Jellycat fish and chips pop up at Selfridges London praised for creative store experience

Building on its viral New York Diner and as part of its 25th anniversary celebrations, Jellycat recently launched a Fish & Chips Experience at Selfridges London.

A new and globally exclusive collection features characters inspired by the British dish.

Customers can book a slot and make their order from Jellycat’s Fish & Chips van in the Selfridges Toyshop on floor four.

The pop-up has received a rave review from Brittain Ladd, a supply chain consultant, Top 100 RTIH Retail Technology Influencer and former Amazon executive.

In a LinkedIn post, he said: “I must admit that when I first saw the video that I have posted, I thought I was watching an actual restaurant in action. However, as the video continued to play, I realised that what I was watching was stuffed toys being sold. The fish with a smile on its face gave it away.”

He added: “I believe Jellycat has the most creative store experience I’ve ever seen for any product. The stuffed animals, colours, wrapping, bags and stickers - it is truly exceptional and brilliant.”

“I’m amazed that The Walt Disney Company, Netflix, Amazon or Walmart hasn’t partnered with Jellycat. A TV series or destination shops should be explored.”

2024 RTIH INNOVATION AWARDS

Physical retail is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.