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Pokémon marks 25th anniversary with Harrods takeover

The month-long takeover will include a branded area in the toy department, plus a variety of themed activities.

The Pokémon Company International is taking over Harrods’ toy floor for a month of activity, as Pokémon continues to celebrate its 25th anniversary.

From 27 July, Pokémon fans can experience the distinctive branded area in the toy department on the store’s fourth floor, featuring digital screens and displays themed with 24 first partner Pokémon from all eight Pokémon regions, along with the iconic Pikachu.

A variety of themed activities will enhance Harrods customers’ overall Pokémon experience. The month-long pop-up features a wide range of Pokémon product across toys, the Pokémon Trading Card Game (TCG), stationery and accessories.

Alongside from Jazwares distributed by Character Options – including popular lines Pokémon Carry Case Play-set, My Partner Eevee and Snooze Action Snorlax – fans can find lamps from Teknofun, bespoke prints from GB eye, collectables from Wand Company and bags, backpacks and wallets from Difuzed.

As well as the latest Pokémon TCG expansion, Shining Fates, fans can discover the unique board game Pokémon TCG Battle Academy.

“As consumers return to shops, we wanted to provide an uplifting Pokémon experience to thrill and excite Pokémon’s many fans of all ages, so we are delighted to be returning to Harrods’ iconic store for a special 25th anniversary pop-up,” commented Mathieu Galante, licensing director EMEA at The Pokémon Company International. “Our previous collaborations have been hugely successful, and we hope that Pokémon fans old and new find something to inspire them over the coming month.”

The pop-up continues the collaboration between Pokémon and Harrods following two popular month-long promotions at the store: in May 2019 to promote the launch of the live-action movie POKÉMON Detective Pikachu, and in February last year for the launch of the latest video games, Pokémon Sword and Pokémon Shield, which became the fastest selling Nintendo Switch titles ever.

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