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Pokémon pops up in Selfridges The Pokémon Company International has taken over part of the toy space in Selfridges’ three UK stores. The pop-up activation, which launched on December 13 and runs until the end of January, forms part of the final celebrations to mark the year-long commemoration of the brand’s 25th anniversary. Special branded areas have been created at Selfridges’ flagship store on London’s Oxford Street and its branches in Birmingham’s Bullring and the Trafford Centre in Manchester, to promote the Pokémon range and provide a fun and immersive experience for fans of all ages. In addition to a wide selection of Pokémon products, the activation also offers photo opportunities, including costume character visits at the Oxford Street store. The Pokémon spaces have a Pikachu motif - the iconic Pokémon that has been the face of the 25th anniversary. Its bright yellow image can be seen on displays and shelving, as well as digital screens that share promotional content from the different Pokémon brand pillars. Mathieu Galante, licensing director (EMEA) for The Pokémon Company International, said:
“We’re delighted to team up once more with Selfridges for this exciting activity. We’ve had an amazing year as we’ve celebrated our 25th anniversary and there could be no better way to conclude the festivities than with this takeover in such a prestigious store. We’re sure fans old and new will be thrilled with what’s on offer when they visit these fun and vibrant Pokémon pop-ups.” The takeover follows a successful collaboration with Selfridges in 2018 at its Oxford Street store, which featured a branded wall, exclusive merchandise, and a special event.
JANUARY 2022
The British Toy & Hobby Association (BTHA) has announced the finalists for the Toy Retailer of the Year Awards 2021. The shortlist is: Independent Toy Retailer of the Year (single store)
Build-A-Bear powers up Global retailer Build-A-Bear Workshop has teamed up with computing company Nutanix, 3D online shopping solutions provider Buzz3D and data centre and cloud services provider TierPoint to develop technology to power its new Bear Builder 3D Workshop: an interactive online shopping experience that virtually brings furry friends ‘to life’ during the purchasing process. Build-A-Bear began exploring opportunities to create an immersive and engaging online experience that builds on the familiar steps of its retail store experience yet creates something entirely new for the digital space. Build-A-Bear engaged key technology partners to help bring its concept to reality. The company says that with this first-of-its-kind experience, it can now provide consumers with a groundbreaking way to purchase a furry friend online that delivers real-world hugs to guests of all ages at buildabear.com. Mike Early, SVP and chief information officer at Build-A-Bear said: “Our guests’ in-store experience is highly interactive and emotional as they get to create a custom furry friend and bring it to life including our signature Heart Ceremony. Our goal with this project is to translate this connectivity and emotion to the digital world.
BTHA reveals Toy Retailer of the Year finalists
■ Toys & Games Of Worcester in Worcestershire ■ Giddy Goat Toys in Didsbury, Manchester ■ McGreevy’s Toys Direct in Co. Mayo, Ireland Independent Toy Retailer of the Year (multi store) ■ Toy Galaxy ■ Midco Toymaster ■ Howleys Toymaster
The Entertainer colours for charity Toy chain The Entertainer is encouraging families to learn more about the current landscape in Afghanistan by inviting them to pick up colouringin sheets from their local stores or online at www. thetoyshop.com/boredom-busting-hub. The sheets include child-friendly information about the ongoing efforts in Afghanistan to support displaced families. For every sheet submitted in-store or on The Entertainer’s Facebook page using the hashtag #TheEntertainerAppeal, £1 is donated to Christian Aid to support its Afghanistan Crisis Appeal. The initiative runs until January 23. Meanwhile, the toy chain’s Big Toy Appeal campaign, organised last month in partnership with The Salvation Army, received 12,000 donations by generous customers. For every toy donated by a customer, The Entertainer matched it, and added more toys, bringing the total number to over 33,000.
Omnichannel Toy Retailer of the Year ■ The Entertainer ■ Smyths Toys Superstores ■ Argos Multiple Toy Retailer of the Year ■ B&M Stores ■ Tesco ■ The Entertainer Online Excellence Award ■ Smyths Toys Superstores ■ Amazon ■ Very The winners of these prestigious awards, including Overall Toy Retailer of the Year, will be announced - along with other special BTHA awards - during Toy Fair 2022 with the Toy Retailers Association (TRA), who will also announce the Toy and Supplier Award winners for 2021.
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