Minions take over Selfridges' toy shop this summer - Licensing.biz

Minions take over Selfridges' toy shop this summer

Campaign sees a new Minions concept launch in the store's toy shop, fashion capsules and more.
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The Minions are taking over the iconic department store Selfridges this summer in anticipation of the upcoming blockbuster Minions Movie.

Across its London and Manchester Trafford stores, Selfridges has launched a new and exclusive Minions concept in its Toyshop.

Featuring the characters Kevin, Stuart and Bob, the space will showcase a selection of toys inspired by the popular franchise, alongside a womenswear collection created exclusively for the retailer.

Designers Giles Deacon, Rupert Sanderson, Piers Atkinson, Tatty Devine, SJYP and Criminal Damage have all developed limited-edition pieces inspired by the characters. The fashion capsule will be featured in both the Topshop and Denim Studio departments.

Meanwhile, young fans will be able to find a selection of play sets, plush toys, figurines, gadgets, board games and more.

‘The carefully curated product selection brings the world of the Minions to life at Selfridges and captures the imagination of the movie character fans of all ages,’ read a statement from the firm.

To celebrate the launch of the Minions’ term of residency at the department store, Stuart, Kevin and Bob will also make an appearance at the London store on Saturday June 27th form 12pm to 3pm.

Youngsters will be invited to have a photograph with the Minions and engage in a colouring activity. The characters will then visit Selfridges’ Manchester store in the Trafford Centre on Sunday, June 28th.

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