Funko launches new shop-in-shop inside Moscow’s Hamleys store

Published on: 25th February 2020

The new shop-in-shop, otherwise known as the Funko Zone, was unveiled to the public on 22nd February. 

Funko has teamed up with Hamleys Russia to launch a Funko shop-in-shop in Europe’s largest toy store, the Hamleys flagship store in Moscow, located near Lubyanskaya Square.

The partnership kicked off with a launch party to amplify the shop within a shop model being rolled out in store this February. The Moscow shop-in-shop, also known as the Funko Zone, launched on 21st February to media and influencers, followed by a grand opening for the public on 22nd February.

The unveil on 21st February saw key press and taste makers enjoy photo opportunities, discover the space and take home special Funko gifts, with the main launch on 22nd February welcoming Hamleys shoppers, to preview and enjoy the experience before its doors are open to all.

Moscow city centre’s permanent Funko shop-in-shop will also be an immersive experience, allowing customers to experience and celebrate a world of Funko through a life size Pop! box, large statues of Disney’s Maleficent, Harry Potter’s Hagrid and a Star Wars Storm Trooper, plus screen takeovers with Funko’s very own animations of Disney’s Frozen and Star Wars.

The space, which will be a tribute to the Funko stores in Seattle and Hollywood, will be home to new Funko launches including; Loungefly (fashion accessories), Funkoverse (board games), a wealth of Pop!, plus more. But, to kick start it all is the launch of the following Hamleys Russia exclusives; Overwatch D. Va Pop!, Cruella De Vil Pop!, both Diamond edition, and Pennywise with Glow Bug Pop!

Andy Oddie, managing director at Funko, EMEA said: “Launching a shop-in-shop in Moscow’s iconic Hamleys store is an absolute honour and a key milestone for us. The famous store and brand is the perfect home for a Funko Zone, bringing our pop culture retail experience to Moscow’s city centre.”


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