The Pokémon Company International has taken over Harrods’ toy floor for six weeks of summer fun. With a host of activities for visitors to the world-famous department store in Knightsbridge, London, the Pokémon space has taken inspiration from the Pokémon World Championships, which were held in London for the first time earlier this year.  

The prominent branded space in the toy department on the store’s fourth floor is themed around Pokémon in a Pokémon stadium, with colorful, vibrant graphics, displays and digital screens featuring dynamic content from Pokémon’s key brand pillars of video games, Trading Card Game and animation along with the latest toy releases. Packed full of Pokémon products and with a variety of themed activities including giveaways, photo opportunities and costume character visits in September, the pop-up provides a rich and immersive Pokémon experience for Harrods customers.  

A wide range of Pokémon products includes toys, the Pokémon Trading Card Game, stationery and accessories. A selection from the Jazwares’ toy line will be on display, including battle figures, 8-inch plush, 18-inch sleeping plush and the Clip and Go belt set. Other highlights include Mattel’s Construction sets, collectibles from Wand Company, bespoke prints from GB EYE and Teknofun’s lamps and wireless speakers.  

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“With the Pokémon World Championships held in London for the first time, we wanted to celebrate the occasion with something special and what better way than by creating this exciting experience in Harrods’ iconic store,” says Mathieu Galante, licensing director (EMEA), The Pokémon Company International. “We are thrilled to be back at Harrods where we have a track record of hugely successful collaborations and we hope that this summer pop-up will be fun, engaging and inspiring for Pokémon fans old and new.”   

The pop-up continues the collaboration between Pokémon and Harrods following three previous and hugely popular month-long promotions at the store: in May 2019 to promote the launch of live-action movie, “Detective Pikachu;” in February 2020 for the launch of its latest video games, “Pokémon Sword” and “Pokémon Shield,” and in 2021 as part of the Pokémon 25th anniversary celebrations. 

The Pokémon Company International is exhibiting at Brand Licensing Europe 2022. Find more info here.