Pokémon pop-up launches at Selfridges as part of 30th anniversary celebrations

The Pokémon Company International has taken over part of The Toy Shop on 4 at Selfridges’ flagship London store for a pop-up activation, running until May 23rd.

The special branded area promotes the Pokémon range and offers a ‘photo-friendly environment’ for fans, while screens will also feature promotional content from the different Pokémon brand pillars. The launch forms part of the year-long celebration for the brand’s 30th anniversary.

“We are delighted to team up once more with Selfridges for this exciting and unique space,” said Mathieu Galante, Senior Licensing Director (EMEA) for The Pokémon Company International.

“We are set for an amazing year as we celebrate our 30th anniversary, and this takeover is an early highlight within our retail celebrations. We’re sure fans old and new will be thrilled with what’s on offer when they visit this fun and vibrant Pokémon pop‑up.”

The takeover follows successful collaboration with Selfridges in 2021 at its three UK stores, which marked the climax to celebrations for Pokémon’s 25th anniversary.