Superfulicious, Beautifulicious: A Q&A with Mr Jelby’s Creator, Antony Flynn-Few

Antony Flynn-Few's delightful story Mr Jelby and the Lion, takes readers on a gentle journey through the savannah, where kindness, flavour and friendship come together in the most unexpected way. With rich rhyme, imaginative storytelling, and a jelly-maker with a heart full of wonder, this is a story that celebrates connection, curiosity and the simple joy of sharing.

We spoke with Antony to learn more about the inspiration behind Mr Jelby and the Lion - and to get to know the person behind the page.

What first inspired the idea of Mr Jelby and his wonderful jellies?

Mr Jelby arrived during several of our quiet story times, when my son Harry had grown restless and bored with his usual storybooks. We both needed something new, something exciting and comforting, and suddenly, there he was: a dapper, jelly-making gentleman with a twinkle in his eye. The “Superfulicious Beautifulicious” orange jelly came about after Harry had been quite poorly. The only thing he could manage to eat was cool orange jelly, and it became our little lifeline, and from there, the magic grew.

Mr Jelby is such a gentle, joyful character. Is he based on anyone you know – or even yourself?

I’d like to say he carries a bit of my hopeful spirit. But really, Mr Jelby is a patchwork of the qualities I admire most in people: kindness, curiosity, gentleness and a quiet resilience. He’s a reminder that there’s strength in softness and that being joyful is a kind of superpower.

The friendship between Mr Jelby and the lion feels very special. What message were you hoping to share through their bond?

A friendship between a man and a lion is about as far from the norm as you can get, and that’s the point. I wanted to show that connection can blossom in the most unexpected places when we lead with kindness and openness. The story’s heart is about bridging difference through generosity and understanding.

The word “Superfulicious, Beautifulicious” is wonderfully playful. How do you go about creating language that makes children smile?

Honestly? I listen to Harry. During one of our chats about Mr Jelby’s jellies, the phrase just popped out, and it kind of stuck. We loved the sound of it, and it made us feel exactly like “what it says on the tin” – Superfulicious Beautifulicious. I try to write in a way that feels fun, surprising and a little bit magical.

The story takes us across a vast and colourful savannah. What draws you to that kind of setting, and how did you go about bringing it to life on the page?

The savannah felt both majestic and welcoming, a place teeming with beauty in a land of wild, beautiful exotic animals that children are instantly drawn to. I wanted young readers to feel like they could hear the rustle of the grass or sense the warmth of the golden sky. I’m drawn to contrasts, the softness of Mr Jelby’s jellies in a land of roaring lions. It’s about finding gentleness in the grandest and sometimes most overwhelming of places.

Can you tell us a bit about yourself - what do you enjoy outside of writing, and what makes you feel most like you?

I’m a husband and a dad first and foremost. I still believe in the power of stories to change the way we feel about ourselves, about others and about the world. Outside of writing, I love building half-finished cushion castles and police stations with Harry, tending to our garden and spending time with my family. Laughter and a bit of calm chaos – that’s when I feel most like me.

You dedicate the book to your son Harry. How does being a parent influence your storytelling?

In every possible way. Harry is the spark that started it all. Watching life through his eyes makes everything feel new and extraordinary. Even every tantrum adds a layer to how I understand emotion, pacing, and heart. Being a parent hopefully keeps my writing honest, playful and rooted in what truly matters.

What was it like seeing your story come to life through the illustrations?

It was like magic, truly. To see Mr Jelby step out of my imagination and into vibrant colour was overwhelming in the best way. Flávio, the illustrator, captured not just how the characters look, but how they feel, the warmth, the wonder and the little twinkle of magic in every jelly jar. I actually cried the first time I saw it all come together.

Do you have any creative rituals - where or when do you find it easiest to write?

Usually with a cup of coffee in hand, jotting thoughts into my phone’s notes app or rambling voice notes at odd hours. Ideas don’t always wait politely, so I’ve learnt to catch them whenever they come, whether I’m in the garden, halfway through preparing dinner, during a story, or queuing in the supermarket.

How can readers connect with you or follow your journey as a writer?

You can find me at www.mrjelby.com or follow Mr Jelby’s adventures on Facebook and Instagram at Mr Jelby and of course via Mr Jelby’s email mrjelby@mrjelby.com