The branded wall, Pokémon’s first ever in Selfridges, will be on display for three months.

In addition, the store hosted a special event on 4th August featuring a colouring wall, Pokéball cake pops, a photo booth, a DJ—and a special appearance by Pikachu.

The branded wall will display a range of Pokémon products, including the Pokémon Trading Card Game (TCG), which is Europe’s favourite TCG with over 65% of the UK market (May 2018, NPD), and which recently won the Pocket Money Toy of the Year at the Toy Industry Awards. The display will also include stationery items and the brand-new Wicked Cool Toys line distributed by Character Options, winner of the Editor’s Choice Award (Toy Fair 2018), which captures the joy of Pokémon in products such as unique action figures and plush—both central focuses of the line—along with role-play items.

In addition, Pokémon’s new collaboration with Sprayground, an innovative and trendsetting backpack and accessory company, is launching exclusively in Selfridges and will be displayed on its own branded wall. Sprayground will produce five different Pokémon-themed backpack designs, plus caps and skateboards, which will all be available only at Selfridges.

Finally, premium fun fashion company Fabric Flavours will launch three special-edition T-shirts at Selfridges to correspond with the Pokémon campaign.

Mathieu Galante of The Pokémon Company International, commented: “We are thrilled to be teaming up with Selfridges for this exciting promotion in its world-famous flagship Oxford Street store. As two stylish brands constantly seeking to innovate while mindful of our rich heritage, it makes a perfect fit, and we are sure that customers young and old will be delighted with our standout collaboration this summer.”