The Pokémon Company International has teamed up with the iconic stores, Hamleys and Harrods, for a raft of Pokémon activity, coinciding with the release of the live action Pokémon movie Detective Pikachu.
Marking Pokémon’s return to Hamleys’ flagship Regent Street store, a Pokémon window featuring imagery from the movie plus tie-in toy and Pokémon Trading Card Game products is running for a month from May 2. 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.
Meanwhile, Pokémon has taken over the Harrods pop-up space in its newly launched toy department on the fourth floor of the renowned Knightsbridge store for a month starting May 9.
The pop-up area will feature special spaces promoting the Pokémon Detective Pikachu film plus toy and Pokémon TCG tie-in products, along with a wider range of Pokémon goods, 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.
Tie-in products for Pokémon Detective Pikachu include a range of plush toys featuring characters from the movie, plus a special Pokémon TCG tie-in with more than 25 new cards featuring CGI versions of Pokémon as seen in the film.
Mathieu Galante, licensing director EMEA for The Pokémon Company International, said: “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.”
In partnership with Legendary Entertainment/Warner Brothers, Detective Pikachu, directed by Rob Letterman with a cast including Ryan Reynolds, Rita Ora and Justice Smith, was released in the UK on May 10.