Pokémon comes to Selfridges
Branded wall unit bring Character Options' new toy line and more to Oxford Street flagship store
The Pokémon Company International launched an exclusive collaboration with Selfridges last week that sees Pokémon products prominently displayed on their own branded wall in the retailer’s flagship store on Oxford Street, London.
The branded wall, Pokémon’s first ever in Selfridges, will be on display for three months. To celebrate, the store hosted a special event on 4 August featuring a colouring wall, Poké Ball cake pops, a photo booth, a DJ—and a special costume character appearance by Pikachu, making it an exciting occasion for Pokémon fans.
Mathieu Galante of The Pokémon Company International said: “We are thrilled to be teaming up with Selfridges for this exciting promotion in their world-famous flagship Oxford Street store. As two stylish brands constantly seeking to innovate while mindful of our rich heritage, it makes a perfect fit, and we are sure that customers young and old will be delighted with our standout collaboration this summer.”
The branded wall will display a range of Pokémon products, including the Pokémon Trading Card Game (TCG), which is Europe’s favourite TCG with over 65 per cent market share in the UK (May 2018, NPD), and which recently won the Pocket Money Toy of the Year at the Toy Industry Awards.
The display also includes stationery items and the brand-new Wicked Cool Toys line distributed by Character Options, which captures the joy of Pokémon in a range of products such as unique action figures and plush—both central focuses of the line—along with fun role-play items.
In addition, Pokémon’s new collaboration with Sprayground, an innovative and trendsetting backpack and accessory company, is launching exclusively in Selfridges. Premium fun fashion company Fabric Flavours has also launched three special-edition T-shirts at Selfridges to correspond with the Pokémon campaign.