The PokÃ©mon Company International has taken over part of the toy space in Selfridgesâ€™ 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 brandâ€™s 25th anniversary.
Special branded areas have been created at Selfridgesâ€™ flagship store on Londonâ€™s Oxford Street and its branches in Birminghamâ€™s Bullring and the Trafford Centre in Manchester, to promote the PokÃ©mon range and provide a fun and immersive experience for fans of all ages. In addition to a wide selection of PokÃ©mon products, the activation also offers photo opportunities, including costume character visits at the Oxford Street store.
The PokÃ©mon spaces have a Pikachu motif – the iconic PokÃ©mon 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 PokÃ©mon brand pillars.
Winner of Best Gaming Licensed Property at the 2021 Licensing Awards,Â PokÃ©mon is offering a wide range of product across the pop-ups, including special 25thanniversary items. On display are toys fromÂ JazwaresÂ (distributed by Character Options) including a relaunch of the volcano-themed backpack playset, as well as new silver figurines and PokÃ©mon plush. Construction sets from Mattel, collectables from the Wand Company and Funko Pop! exclusives are also available. The Wand Companyâ€™s new PokÃ© Balls feature their latest release – the Dusk Ball replica – while new Funko Pop! PokÃ©mon include silver metallic anniversary figurines.
The new launch from the PokÃ©mon Trading Card Game is also available. PokÃ©mon 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.
â€œWeâ€™re delighted to team up once more with Selfridges for this exciting activity. Weâ€™ve had an amazing year as weâ€™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) forÂ The PokÃ©mon Company International
November 19 saw the launch of new video games PokÃ©mon Brilliant Diamond and PokÃ©mon Shining Pearl – faithful revitalizations of the 2006 classics that first introduced trainers to the Sinnoh region.
Mathieu Galante, licensing director (EMEA) forÂ The PokÃ©mon Company International, said: â€œWeâ€™re delighted to team up once more with Selfridges for this exciting activity. Weâ€™ve had an amazing year as weâ€™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. Weâ€™re sure fans old and new will be thrilled with whatâ€™s on offer when they visit these fun and vibrant PokÃ©mon pop-ups.â€
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,visitÂ www.pokemon.com.