BBC Worldwide reveals retail plans for Doctor Who Experience
Wednesday, 9th February 2011 at 2:28 pm
Olympia store to stock over 400 branded skus at any one time including toys, games and books.
The first ever shop devoted to Doctor Who will open its doors alongside the Experience event on February 20th - stocking a mix of toys, games, books and licensed merchandise, some of it exclusive to Olympia.
The store - which will be a standalone outlet of 133 square metres - will retail over 400 Doctor Who skus at any one time and will be larger than anything available on the High Street in one place.
It will have a circular lay out, with the tills and checkout area in the centre to mimic the central console of the Tardis.
Brandnew Corporation is responsible for the full retail offer. In addition to this, the firm has provided a 'closed loop' mobile wi-fi platform. While receiving redeemable coupons for use in the Doctor Who shop, visitors can also use smartphones to enjoy the browsing experience related to the aliens, monsters and storylines in the show. It is the first time an event at Olympia has used wi-fi to enable mobile content to be distributed in this way.
"We're delighted to be working with Brandnew on this exciting project," said Ian Wickham, head of retail development, licensed consumer products UK/EMEA at BBC Worldwide. "Some of the innovative plans we have, in particular with regards to new technology being applied to the Experience, are state of the art.
"This technological aspect of Brandnew's capability made them a perfect fit for the Doctor Who Experience."
Alex Johns, MD of Brandnew, added: "Inspired by what they'll have seen and experienced, our retail offer makes it both easy and pleasurable to turn their excitement into tangible rewards."
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