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Pokémon’s Harrods summer takeover is a hit

The Pokémon Company International’s six-week summer takeover of Harrods’ toy floor is proving a hit.

The prominent branded space on the store’s fourth floor opened on 17 August and has taken inspiration from the Pokémon World Championships, which were held in London for the first time from 18-21 August.

It is themed around iconic Pokémon in a Pokémon stadium, with colourful, vibrant graphics, displays and digital screens featuring content from Pokémon’s key brand pillars of video games, Trading Card Game and animation along with the latest toy releases.

Packed with Pokémon product and with a variety of themed activities including cute giveaways, photo opportunities and costume character visits in September, the pop-up provides a rich and immersive Pokémon experience for Harrods customers.

Product runs across toys, the Pokémon Trading Card Game (TCG), stationery and accessories. A selection of Jazwares’ popular toy line will be on display, including Battle figures, 8” plush, 18” sleeping plush and the Clip and Go belt set. Other highlights include Mattel’s Construction sets, collectables from Wand Company, bespoke prints from GB eye and Teknofun’s lamps and wireless speakers.

“With the Pokémon World Championships held in London for the first time, we wanted to celebrate the occasion with something special and what better way than by creating this exciting experience in Harrods’ iconic store,” commented Mathieu Galante, licensing director (EMEA) at The Pokémon Company International. “We are thrilled to be back at Harrods where we have a track record of hugely successful collaborations and we hope that this summer pop-up will be fun, engaging and inspiring for Pokémon fans old and new.”

The pop-up continues the collaboration between Pokémon and Harrods following three previous and popular month-long promotions at the store: in May 2019 to promote the launch of the live action movie Pokémon Detective Pikachu; in February 2020 for the launch of latest video game Pokémon Sword and Pokémon Shield, which became the fastest-selling Nintendo Switch titles ever; and in 2021 as part of the successful Pokémon 25th anniversary celebrations.

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