The Pokémon Company International has taken over part of the toy space in Selfridges’ three UK stores. The pop-up activation, which launched on December 13 and runs until the end of January, forms part of the final celebrations to mark the year-long commemoration of the brand’s 25th anniversary.
Special branded areas have been created at Selfridges’ flagship store on London’s Oxford Street and its branches in Birmingham’s Bullring and the Trafford Centre in Manchester, to promote the Pokémon range and provide a fun and immersive experience for fans of all ages. In addition to a wide selection of Pokémon products, the activation also offers photo opportunities, including costume character visits at the Oxford Street store.
The Pokémon spaces have a Pikachu motif – the iconic Pokémon which has been the face of the 25thanniversary. Its bright yellow image can be seen on displays and shelving, as well as digital screens that share promotional content from the different Pokémon brand pillars.
Winner of Best Gaming Licensed Property at the 2021 Licensing Awards, Pokémon is offering a wide range of product across the pop-ups, including special 25thanniversary items. On display are toys from Jazwares (distributed by Character Options) including a relaunch of the volcano-themed backpack playset, as well as new silver figurines and Pokémon plush. Construction sets from Mattel, collectables from the Wand Company and Funko Pop! exclusives are also available. The Wand Company’s new Poké Balls feature their latest release – the Dusk Ball replica – while new Funko Pop! Pokémon include silver metallic anniversary figurines.
The new launch from the Pokémon Trading Card Game is also available. Pokémon TCG: Celebrations commemorates 25 years of the brand and includes remakes of classic TCG cards. Jointly featured is the newly released Sword & Shield-Fusion Strike expansion.
“We’re delighted to team up once more with Selfridges for this exciting activity. We’ve had an amazing year as we’ve celebrated our 25th anniversary and there could be no better way to conclude the festivities than with this takeover in such a prestigious store”Mathieu Galante, licensing director (EMEA) for The Pokémon Company International
November 19 saw the launch of new video games Pokémon Brilliant Diamond and Pokémon Shining Pearl – faithful revitalizations of the 2006 classics that first introduced trainers to the Sinnoh region.
Mathieu Galante, licensing director (EMEA) for The Pokémon Company International, said: “We’re delighted to team up once more with Selfridges for this exciting activity. We’ve had an amazing year as we’ve celebrated our 25th anniversary and there could be no better way to conclude the festivities than with this takeover in such a prestigious store. We’re sure fans old and new will be thrilled with what’s on offer when they visit these fun and vibrant Pokémon pop-ups.”
The takeover follows a successful collaboration with Selfridges in 2018 at its Oxford Street store, which featured a branded wall, exclusive merchandise, and a special event.
For more information,visit www.pokemon.com.