Pokemon pop up at Selfridges

Pokémon has taken over part of The Toy Shop in Selfridges on Oxford Street, London, to celebrate the company’s 30th anniversary.

Running until the 23rd of May, the pop-up promises to be a must‑visit destination for fans of all ages, with special events and exclusive moments expected to take place throughout its run.

The specially created branded area is instantly eye‑catching. Guests are welcomed into a vibrant space illuminated by an oversized Poké Ball installation, setting the tone for what is designed to be a fun, immersive experience. 

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From the moment visitors step inside, they are surrounded by familiar characters, bold colours and nostalgic references that celebrate three decades of one of the world’s most beloved franchises.

The pop‑up offers a wide range of Pokemon merchandise, catering to collectors, long‑term fans and newcomers alike. Highlights include popular Funko Pop! figures featuring iconic Pokémon characters, as well as Pokémon Monopoly, which puts a playful spin on the classic board game. 

For collectors, the Replica Poké Balls from The Wand Company are a standout feature, meticulously crafted to appeal to fans who value display‑worthy items inspired by the Pokémon universe.

Photo by: Pokémon Centre

The Pokemon Trading Card Game is also available to purchase, giving visitors the chance to pick up booster packs, decks and accessories while stocks last. 

Whether fans are rediscovering the game or expanding an existing collection, the pop‑up provides an accessible way to engage with one of Pokemon’s most enduring elements.

Beyond shopping, the space aims to create moments of interaction and discovery. The layout has been carefully designed to encourage exploration, photo opportunities and hands‑on engagement, making it a memorable visit for families, friends and dedicated fans.

With the promise of exclusive drops and surprise activities throughout its duration, the installation encourages repeat visits as well as word‑of‑mouth excitement.

This takeover follows a highly successful collaboration between Pokemon and Selfridges in 2021, which spanned the retailer’s three UK stores and marked the culmination of Pokémon’s 25th anniversary celebrations.

Photo by: Toy World Magazine

Now, five years later, the brand has returned bigger and better, using the landmark Oxford Street location to bring its anniversary celebrations to life on an even grander scale.

As Pokémon approaches its 30‑year milestone, the Selfridges London pop‑up stands as both a celebration of its history and a testament to its ongoing cultural relevance.

By blending collectible products, immersive design and a prime retail setting, the experience captures the enduring magic of Pokémon and invites fans to be part of its continuing story.