The Pokémon Company International and Character Options unveiled the new 2018 toy collection at an event held in London.

Marking a brand-new era for Pokémon fans, this is the first collection to be created by Wicked Cool Toys and distributed in the UK by Character Options. On sale from late July, the toy range aims to reflect the constant innovation and adventure of the Pokémon brand.

The all-new collection includes action figures and plush – both central to the Pokémon toy range – along with role-play items.

Four scales of Pokémon across the action figure collection each have intricate detailing, including static 2” figures posed into realistic battle poses and articulated 3” figures, allowing the collector to move their Pokémon from pose-to-pose. Both figure scales are available in combined battle packs. Also available are the 4.5” battle figures featuring Deluxe Actions, including launching, gripping and rolling actions.

Jerry Healy, marketing director, Character Options, commented: “We are delighted to be unveiling our debut Pokémon toy collection from Wicked Cool. Pokémon is a world leading entertainment brand for children and we are very excited about this innovative new range. We have big expectations for it, and know fans will love it too.”

Peter Murphy, senior director, marketing & licensing at The Pokémon Company International, commented: “With a retail and marketing expertise second to none in the UK toy industry, Character Options is the perfect partner to distribute this wonderful debut master toy collection. Beautifully capturing the unique joy of Pokémon, it looks set to be a big hit and win even more fans for the brand.”

In addition to the innovative new collection, regular waves of new releases introducing 70% more product across the three categories will keep fans satisfied and ensure retailers always have something new on shelf.