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.