Funko has launched a shop-in-shop shop at Hamleys’ flagship store in Russia.

Located near the famous Lubyanskaya Square in Moscow, Hamleys Russia opened the Funko Zone with a media preview on 21 February, before the grand opening to the public the following day.

The permanent Funko shop-in-shop will play tribute to the two official Funko stores in Seattle and Hollywood, with new Funko launches including Loungefly fashion accessories, Funkoverse board games, and a wealth of Pop! collectables.

Hamleys Russia exclusives to mark the launch include Overwatch D. Va Pop! (Diamond Edition), Cruella De Vil Pop! (Diamond Edition) and Pennywise with Glow Bug Pop!

“Launching a shop-in-shop in Moscow's iconic Hamleys store is an absolute honour and a key milestone for us,” says Andy Oddie, Managing Director at Funko, EMEA. “The famous store and brand is the perfect home for a Funko Zone, bringing our pop culture retail experience to Moscow’s city centre.”

The retail space will also play host to a number of immersive experiences and phot ops, with a life-size Pop! box, large statues of Disney’s Maleficent, Harry Potter’s Hagrid and a Star Wars Storm Trooper, plus screen takeovers with Funko’s very own animations of Disney’s Frozen and Star Wars.

Sveta Farnieva, Brand Director of Hamleys Russia adds: “Partnering with the pop culture giants of today to bring their collectibles and apparel via the vessel that is our store is just the beginning of amazing things to come. Watch this Funko space!”