Packaging as Theatre: Lessons from Jellycat at Selfridges

By Mark Lowry, CEO, Fleet Luxury Packaging

Recently, I witnessed at first hand the power of some truly excellent packaging and how in 2025 it can literally become part of the theatre of retail.

Before I dive in, I want to commend the brand marketing team at Jellycat for what they have created. It’s not often that I come across something in-store that stops me in my tracks, but this was a real showstopping experience that works on so many levels.

Let me explain what I saw…

---

The Experience

For those who may not know, Jellycat specialise in plush toys. These are not just toys for children; they have become highly collectable, desirable items sought after by teens and, interestingly, many adults too. Their appeal has grown to such a degree that Jellycat products now retain value and are frequently traded on resale platforms such as eBay and Vinted.

When I visited Selfridges in central London this past August, Jellycat had taken their sales process to an entirely new level.

On what should have been an ordinary Wednesday afternoon, I was surprised to find queues literally out the door. I estimated there were well over 100 people waiting patiently — many for 45 minutes to an hour — to reach what has now become affectionately known as the “Fish and Chips sales desk.”

A Fish and Chip Shop Like No Other

The concept was brilliant in its simplicity: Jellycat had launched a limited-edition collection inspired by a classic British chip shop. Customers could buy plush versions of battered fish, chips, and even sausages. But the genius of this activation lay not just in the products themselves, but in the way the retail experience was staged.

When you finally reached the counter, it wasn’t a conventional sales interaction. Instead, Jellycat had transformed the space into a fully immersive, 3D experience. The area was designed and dressed to look like a mobile fish and chip van, complete with all the trimmings. Sales assistants weren’t simply retail staff, they played the role of chip fryers, engaging with customers as if they were serving real food.

The detail was exceptional. Customers could add “Jellycat salt and lemon” to their plush toys, before moving on to what I believe was the most powerful part of the entire process: the packaging.

Packaging as Part of the Theatre

The packaging was simply outstanding, and to me, it was the key reason why the experience resonated so strongly. Each toy was wrapped “fish and chip style” in tissue paper, before being sealed with a bespoke sticker that featured the child’s (or adult’s!) name printed on it. This personalised parcel was then placed into an outer bag, carefully pegged together with washing-line style clips.

Here’s what struck me most: the packaging wasn’t just a functional afterthought, it was central to the customer’s enjoyment. Shoppers weren’t passive in the process; they got to participate, helping to wrap their purchase and walking away with a package that looked and felt special.

The effect was powerful. Customers weren’t just carrying a toy; they were proudly carrying a piece of theatre, and the packaging made them part of the show. Around the store and out on Oxford Street, you could see people holding their “chip shop bags” with genuine pride.

---

Why This Works in 2025

From a marketing perspective, Jellycat’s concept ticks every modern box. It’s experiential. It creates scarcity and demand through limited editions. And, perhaps most importantly, it’s highly shareable.

In today’s world, an activation like this lives far beyond the four walls of a store. Customers filmed themselves queuing, unwrapping, and engaging with the staff. TikTok and Instagram were flooded with videos of people showing off their plush “fish suppers.” And as a result, what should have been a small fourth-floor pop-up in Selfridges became a destination in its own right.

For me, this underlines something we at Fleet Luxury Packaging have believed and practised for over 20 years: that packaging is not just packaging. It’s a tangible reflection of brand DNA, a way to delight customers, and increasingly, a powerful tool to drive social media engagement and cultural relevance.

---