Pokémon launches permanent space in KaDeWe Berlin

The Pokémon Company International has launched a permanent Pokémon space in Berlin’s iconic KaDeWe  department store, as the year of celebrations for the globally popular brand’s 25th anniversary concludes with a flourish.

Following a successful two-month pop-up installation in KaDeWe that ended in October, the partnership has been made permanent. The new branded space features a wide range of Pokémon toys, licensed merchandise and Pokémon Trading Card Game products.

Pokémon is the fastest growing property within the German toy market and was the third biggest toy property in October. The latest TCG expansion, Pokémon TCG: Sword & Shield—Fusion Strike, launched last month.

Toy highlights include Jazwares’ product line, distributed by Bot-I, that boasts a variety of 25th anniversary silver plush and silver action figurines.

Mattel’s MEGA CONSTRUX™ line features a special 25th anniversary Celebration Pikachu complete with a party hat and cake.

Ravensburger’s Labyrinth game features paths that players must skillfully navigate in order to catch a variety of hidden Pokémon as quickly as possible.

Mathieu Galante, licensing director (EMEA) for The Pokémon Company International, said: “We are delighted to make our collaboration with KaDeWe a permanent one with this exciting new Pokémon space. Their celebrated store is the perfect partner for our iconic brand. And this makes a wonderful ending to our fantastic 25th anniversary year, offering a great experience for Pokémon fans old and new to enjoy now and into the future.”

Pokémon video games are likely to be featured in the new space as well. The eagerly awaited new Pokémon Brilliant Diamond and Pokémon Shining Pearl video games launched last month, and 2022 will get off to a sensational start with the release of Pokémon Legends: Arceus.

 

Mattel moves into Berlin’s Potsdamer Platz with family entertainment venue Mission: Play

Mattel has moved into Berlin’s Potsdamer Platz to open its first European entertainment experience, Mission: Play, a 4,000 square meter family entertainment centre in the middle of the capital’s tourist sector.

The toy brand’s latest enterprise will arrive as part of the redevelopment plans of the Arkaden shopping centre as it looks to bring in around 90 new shops, restaurants, and major names in sport and entertainment.

The new Mattel venue will house themed areas for Barbie, Hot Wheels, and Mega Bloks, and will boast an array of physical and digital play experiences, as well as edutainment, events, and experiential retail.

The site will be developed by iP2Development and operated by Planet Leisure Germany.

Roger Houben, CEO at the Amsterdam-based iP2Development, said: “Lifestyle malls such as Potsdamer Platz have a need for a diversified offering of entertainment where we aim at the high end of the offering. Our partnership with Mattel reimagines the indoor entertainment centre experience and the gamification system will be delivering all the fun challenging elements found in games to drive customer engagement and repeat visitation.

“We are creating a meaningful community for the children where they will learn by having fun, all the playful activities heighten creativity, boost critical thinking and improve collaborative and communicative skills.”