The Pokémon Company International has taken over part of Selfridges' toy section in three locations in the U.K.  

"Pokémon"- branded areas have been created at the Selfridges locations on Oxford Street in London, Birmingham Bullring, and the Trafford Centre in Manchester to promote the "Pokémon" range in-store and provide an immersive experience for shoppers.  

In addition to a wide selection of "Pokémon" products, the activation also offers photo opportunities, including costume character visits to the Oxford Street store. 

The "Pokémon" spaces have a Pikachu motif and digital screens that share promotional content from various "Pokémon brand pillars. 

The new launch from the "Pokémon" trading card game, toys from Jazwares, construction sets from Mattel, collectibles from the Wand Company and Funko Pop! exclusives are also available at the activations.  

The pop-up activation will run until the end of January and is part of the final installment of the year-long celebration of the brand's 25th anniversary.  

"We are delighted to team up once more with Selfridges for this exciting activity," says Mathieu Galante, director, licensing, EMEA, The Pokémon Company International. "We have 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."