Funko, the global purveyors of pop culture collectibles, merchandise, fashion and lifestyle goods has teamed up with Hamleys Russia to launch a Funko shop-in-shop in Europe’s largest toy store, the Hamleys flagship store in Moscow, located near the famous Lubyanskaya Square.
The partnership between the two titans kicked off with a launch party to amplify the shop within a shop model being rolled out in store this February. The Moscow shop-in-shop, also known as the ‘Funko Zone’, launched on 21 February to media and influencers, followed by a grand opening for the public on 22 February.
The unveil on 21 February saw key press and taste makers enjoy photo opportunities, discover the space and take home special Funko gifts, with the main launch on 22 February welcoming Hamleys shoppers, to preview and enjoy the experience before its doors are open to all.
Moscow city centre’s permanent Funko shop-in-shop will also be an immersive experience, allowing customers to experience and celebrate a world of Funko through a life size Pop! box, large statues of Disney’s Maleficent, Harry Potter’s Hagrid and a Star Wars Storm Trooper, plus screen takeovers with Funko’s very own animations of Disney’s Frozen and Star Wars.
The space, which will be a tribute to the Funko stores in Seattle and Hollywood, will be home to new Funko launches including; Loungefly (fashion accessories), Funkoverse (board games), a wealth of Pop!, and much more, but to kickstart it all – will be launching the following Hamleys Russia exclusives; Overwatch D. Va Pop! (Diamond Edition), Cruella De Vil Pop! (Diamond Edition) and Pennywise with Glow Bug Pop!
Andy Oddie, Managing Director at Funko, EMEA says: “Launching a shop-in-shop in Moscow’s iconic Hamleys store is an absolute honour and a key milestone for us. The famous store and brand is the perfect home for a Funko Zone, bringing our pop culture retail experience to Moscow’s city centre.”
Sveta Farnieva, Brand Director of Hamleys Russia added: “Partnering with the pop culture giants of today to bring their collectibles and apparel via the vessel that is our store is just the beginning of amazing things to come. Watch this Funko space!”