Pokémon detected at London retail landmarks

Retail promotion and new branded zone at the Regent Street toy icon launch to coincide with Pokémon Detective Pikachu

Written by Rhys Thomas

Posted 21.05.2019 | Retail

Pokémon detected at London retail landmarks thumbnail

The Pokémon Company International teamed up with Hamleys and Harrods for a raft of exciting Pokémon activity to coincide with the release of the first-ever live-action Pokémon movie, Detective Pikachu.

A promotion at Hamleys’ flagship Regent Street store follows up a hugely successful weekend of Pokémon activity at the world’s oldest and largest toy store last November. 

A Pokémon window featuring imagery from the movie plus tie-in toy and Pokémon Trading Card Game products is running until the end of May, and a new Pokémon-branded area launched on the fifth floor of the store on the same date. Pokémon fans at Hamleys had an extra treat on Saturday 11 and Sunday 12 May, when Pikachu made an appearance.

The Hamleys window takeover faces onto the high-traffic Regent Street

Mathieu Galante, Licensing Director EMEA for The Pokémon Company International, says: “We are delighted to be teaming up with two of the world’s most famous stores for this exciting activity to promote Pokémon Detective Pikachu. The film is generating huge interest, so we are pleased to offer Pokémon fans this opportunity to hear more about it and discover the fabulous and fun new tie-in products.”


At Harrods, Pokémon has taken over the pop-up space in the department store's newly launched toy department on the fourth floor. The pop-up area will feature special spaces promoting the Pokémon Detective Pikachu film plus toy and Pokémon TCG tie-in products. 

A wider range of Pokémon goods are also on sale in the pop-up, including high-tech lamps from Teknofun; cool bags, backpacks and wallets from Difuzed; award-winning toys from Character Options; and the popular trading card game. Pokémon fans visiting Harrods can enjoy a trailer for the movie shown in-store during the promotion. 

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