Hasbro is opening permanent homes for Peppa Pig and Transformers in London. The toyco has partnered with local licensing company Event Merchandise to launch the first-ever brick-and-mortar retail stores dedicated to these major kids entertainment brands.
Located side by side in London’s Battersea Power Station mall, both stores will open sometime in November.
Boasting 2,800 square feet of floor space, the Peppa Pig outlet will feature licensed products like apparel (Trotters London), housewares (Emma Bridgewater), baked goods (Hummingbird Bakery) and ride-on suitcases (Trunki), as well as exclusive merch such as an updated version of the book Peppa Goes to London (Penguin Publishing) that’s co-branded with the Battersea Power Station.
It will also offer in-store character photo opps; free meet-and-greets; and a play area where kids can try out Peppa Pig toys and games, jump in pretend puddles and watch episodes from the series on a large screen.
Right next door, the 2,000-square-foot Transformers shop will go after customers of all ages with live robot exhibitions, video game demos, an art mural photo opp and a rich mix of comics, films, toys and games for sale.
Event Merchandise’s goal was to create a blend between a shopping destination and an immersive experience that offers both “an opportunity to play with and experience products before buying [them] and to create a lasting memory,” says Warren Traeger, head of partnerships.
The UK has a pretty strong toy market that generated US$4.6 billion in total sales last year, a 5% decrease from 2022, according to Circana. Licensed toys played a key role, driving a record-setting 32% of all 2023 toy sales.