The Pokémon Company International has teamed up with the iconic stores for a raft of activity to coincide with the release of Pokémon Detective Pikachu.

As the hotly anticipated first-ever live action Pokémon movie hits cinemas, Pokémon returns to Hamleys’ flagship Regent Street store for another dynamic promotion, following a hugely successful weekend of activity at the world’s oldest and largest toy store last November. A Pokémon window featuring imagery from the movie plus tie-in toy and Pokémon Trading Card Game products is running for a month from 2nd May, and a new Pokémon-branded area launched on the fifth floor of the store on the same date. Pokémon fans had an extra treat on Saturday 11th and Sunday 12th of May, when Pikachu made an appearance at the store.

Pokémon has also taken over the pop-up space in the newly launched Harrods toy department on the fourth floor of the world-renowned store in Knightsbridge for a month starting 9th May. The pop-up area will feature special spaces promoting the Pokémon Detective Pikachu film plus toy and Pokémon TCG tie-in products, along with a wider range of Pokémon goods, including award-winning toys from Character Options and the popular trading card game. Pokémon fans visiting Harrods can enjoy a trailer for the movie shown in-store during the promotion.

Mathieu Galante, licensing director (EMEA) for The Pokémon Company International, said: “We are delighted to be teaming up with two of the world’s most famous stores for this exciting activity to promote Pokémon Detective Pikachu. The film is generating huge interest, so we are pleased to offer Pokémon fans this opportunity to hear more about it and discover the fabulous and fun new tie-in products.”

In partnership with Legendary Entertainment/Warner Brothers, Pokémon Detective Pikachu was released in the UK on 10th May. The movie is directed by Rob Letterman with a cast including Ryan Reynolds, Rita Ora and Justice Smith.