Hamleys expands collectibles offering
Hamleys is expanding its immersive retail offer with two major new additions at its Regent Street flagship: the launch of a dedicated Pokémon destination on the Fourth Floor, followed by the arrival of a Tubbz branded zone in the Basement level.
The new Pokémon area will officially launch on Tuesday, 17th March, bringing an enhanced range of products and interactive experiences to one of the world’s most famous toy stores. The space is designed to create a destination for Pokémon fans of all ages, blending retail with experiential elements to drive engagement and in-store theatre.
To celebrate the launch, Hamleys will host an in-store event on Saturday 21st March, featuring appearances from Pikachu, Pokémon-themed candy floss and hands-on activities delivered by the Hamleys entertainment team.
Keane Herman, UK Business Head at Hamleys UK, said: “Pokémon is one of the most beloved franchises in the world, and creating a dedicated space for it in our Regent Street store allows us to bring the brand to life in true Hamleys fashion. This launch is about more than products; it’s about creating memorable experiences for fans and families visiting the store. From character appearances to interactive moments, we want this new area to be a must-visit destination for Pokémon trainers of all ages.”
Tubbz zone in the Basement
Further strengthening its collectibles category, Hamleys will also introduce a Tubbz zone in the Basement, scheduled to launch in early April. Developed by collectibles company Rubber Road, Tubbz transforms iconic pop culture characters into cosplaying collectible ducks. The new installation will sit between Funko and Pop Mart within the store and will feature a bespoke display including a striking 5ft King’s Guard Tubbz, designed as a photo moment for visitors.
Jack Fox, Head of Global Sales at Rubber Road, said: “Today is a truly great day. We pride ourselves on the quality and detail of Tubbz characters that sets us apart from other collectibles. This has given us fierce belief and ambition in the Tubbz brand with a mission to become a leading player in the world of collectibles. To see these quirky ducks in all their glory in this stunning, bespoke display in the most famous toy store in the world seals the deal.
“We would like to thank Hamleys for believing in our vision and taking the plunge to join us on our brand journey. The showpiece of the display is the unique 5ft King’s Guard Tubbz and it’s perfect for a ducky selfie. Tubbz always raises a smile and we are definitely smiling today. We hope these fun-filled cosplaying ducks bring joy to all visitors of Hamleys Regent Street.”