Last week, I wandered into Selfridges in London, expecting a typical shopping trip. Instead, I was greeted by something extraordinary—the Jellycat London Fish and Chips experience. If you haven’t heard of Jellycat, they’re a toy company that’s taken the world by storm, especially with Gen Z, thanks to their whimsical, high-quality plush creations. Their fish and chips line-up—complete with plush fried fish, chips, and even a little mushy peas—is a stroke of creative genius. But what really stopped me in my tracks was the in-store display. It wasn’t just a pile of toys; it was a full-on immersion into a playful, nostalgic British chip shop, complete with quirky details that made me grin from ear to ear. Including how they served the fish and chips, i.e., Jellycat’s.  Curious? You can see it for yourself here: https://www.youtube.com/shorts/rqMZu_bRndY

This wasn’t just a clever marketing gimmick—it was an experience that hit me emotionally. I didn’t just want to buy a plush toy; I wanted to be part of the story they were telling. Jellycat has been at this since 1999, and their success (post-tax profits reportedly exceeding £50 million in 2023) is no accident. It’s the result of 25 years of relentless creativity, iterative improvement, and an obsession with innovating the customer journey. They’ve turned a simple product into a moment of joy, and that’s where their true brilliance lies.

The CX Value Pyramid: Jellycat’s Emotional Edge

Twimbit’s CX Stars program which benchmarks companies on CX has helped us develop the CX Value Pyramid, a framework that breaks down how businesses deliver value to customers across three layers through journey innovation:

1. The Base Layer: Removing friction—making things simple, functional, and painless.

2. The Experience Layer: Adding engagement, speed, and rewards to the mix.

3. The Emotional Layer: Reimagining the experience to forge a deep, emotional connection.

Most companies struggle to even get the Base Layer right—think clunky websites, confusing store layouts, or slow service. But Jellycat? They’re playing at the top of the pyramid, in the Emotional Layer. That fish and chips display and purchase journey didn’t just sell a product; it wrapped me in a warm, nostalgic hug of British charm. Their success comes from a long-term commitment to journey innovation—constantly tweaking, improving, and injecting creativity into every step of the customer experience, sometimes even before the customer knows what they want. It’s this focus that has unlocked tremendous value, turning plush toys into a cultural phenomenon.  

Key Takeaways  

Jellycat’s approach offers lessons we can all apply:

1. Obsess Over Journeys: Map out every touchpoint of your customer’s experience and look for opportunities to make it better, end-to-end.

2. Fix the Basics: Smooth out the friction points—don’t let the fundamentals trip you up.

3. Build Creativity and Innovation: Push the boundaries to unlock value across the entire journey, sometimes even anticipating needs before the customer does.

Success doesn’t happen overnight. Jellycat was established in 1999, and their Emotional Layer mastery is the result of 25 years of consistent effort. It’s a reminder that real value comes from dedication to the craft of customer experience.

Jellycat’s fish and chips experience is proof that when you combine journey innovation with creativity and persistence, you can create something truly special. Is there any brand that’s made you feel this way?