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. 

Netflix hires Nike’s Josh Simon as VP Consumer Products thumbnail

Netflix hires Nike’s Josh Simon as VP Consumer Products

Former Nike and Disney man will head up the streaming giant’s growing product licensing division, handling properties such as Stranger ...

L.O.L. unwraps Uniqlo collab thumbnail

L.O.L. unwraps Uniqlo collab

Fashion collection launches exclusively at the fashion retailer as part of its UT label this April

Hello Kitty joins Team USA this Olympics thumbnail

Hello Kitty joins Team USA this Olympics

Collaborative Tokyo 2020 collection will include co-branded apparel, toys and novelties, accessories and more, launching this summer

Press Releases

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year