Celebrating their 40th and 20th anniversaries respectively, Transformers and Peppa Pig are beloved global brands with fanbases that straddle generations.
Event Merchandising, in collaboration with Hasbro, a leading toy and game company, has announced the November opening for the first permanent, standalone brick-and-mortar Transformers and Peppa Pig retail stores at Battersea Power Station in London, UK. The shops will be located side by side in London’s Battersea Power Station mall.
Boasting 2,000-square-foot, the Transformers store offers something for fans of all ages with the latest products and entertainment across films, comics, toys and games. Featuring designated areas representing the vast Transformers universe, this will be one of the biggest destination stores for Transformers in the U.K. and will display some of the products currently on the market, all under one roof.
Consumers will be taken through Transformers’ 40-year history with nostalgic and bespoke features that show shoppers the store has been crafted with their entertainment and enjoyment in mind. With a full graffiti mural displaying the Transformers robots and Battersea Power Station created by MurWalls, the store at Battersea will also feature an exclusive, limited-edition cover of Skybound Entertainment’s award-winning Transformers comics.
The immersion continues as consumers walk through the store and can demo Transformers video games and the Transformers AR Trading Card game by Vanch Studios, introducing an Augmented Reality element to the traditional collectible card games. Transformers at Battersea Power Station will feature the latest collectible figurines from Hasbro and live demonstrations of Robosen Transformers Series robots, with voice-activated transformations at the customer’s commands. In addition, several photo ops are available, from statues to retro packaging and an Autobot faction display suspended in the air above the store floor, comprised of hundreds of Transformers pieces.
The store also features several graphic choices and classic designs that pay tribute to the Transformers franchise. There will also be film content via the upcoming Transformers One film and figurine collections available.
Adjacent to the Transformers store, Battersea Power Station invites consumers into the world of Peppa Pig. Every corner of the Peppa Pig store is designed to bring to life Peppa’s world from the animated preschool television series.
Boasting 2,800 square feet of floor space, this store has been curated to bring the best of Peppa’s world onto the shelves, from clothing and accessories to imagination and play. Customers will be able to shop across a broad range of British brand collaborations, including Emma Bridgewater (housewares), Trotters London (apparel) and Hummingbird Bakery (baked goods), as well as Trunki with its playful ride-along suitcases.
Located in London, Peppa’s home market, the Peppa Pig store will offer an exclusive range of London-themed products, including introducing Battersea Power Station in Peppa’s world. A bespoke edition of Penguin Publishing’s Peppa Goes to London story book has been updated and refreshed to include Battersea, as well as featuring the character of the King for the first time in any Peppa Pig product.
Alongside one of the best arrays of Peppa Pig products in the U.K., the store will include interactive elements such as opportunities to sit in the driver’s seat of the Ty plush London bus, be photographed against the backdrop of Battersea Power Station, brought to life in the style of Peppa’s world, jump around on the pretend muddy puddles or play and learn with the many Peppa Pig toys and games to be found around the store. A soft play seating area allows for time to chill, read a book or watch what’s happening on the Peppa stage, where episodes of the Peppa Pig series will play throughout the day on a giant screen.
The Peppa Pig store will feature daily free meet-and-greet appearances with Peppa herself, where a hug and a photo are just part of the fun of a family day out at Battersea Power Station.
The Transformers and Peppa Pig stores will open in November at Battersea Power Station (Circus Rd W, Nine Elms, London SW11 8DD, U.K.). More details will be announced soon.
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.
The Transformers and Peppa Pig stores will open in November 2024 at Battersea Power Station (Circus Rd W, Nine Elms, London SW11 8DD, United Kingdom). More details will be announced soon.
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Originally published: October 10, 2024.
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