Funko unveils shop-in-shop in Hamleys Moscow

Europe’s largest toy store revealed as home to the newest Funko Zone.

Funko has teamed up with Hamleys Russia to launch a shop-in-shop in Europe’s largest toy store, Hamleys’ flagship outlet in Moscow.

The partnership between the duo 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 February 21 to media and influencers, followed by a grand opening for the public on February 22.

The shop will aim to be an immersive experience, allowing customers to experience and celebrate the world of Funko through a lifesize Pop! box, large statues of Disney’s Maleficent, Harry Potter’s Hagrid and a Staw Wars Stormtrooper, plus screen takeovers with Funko’s own animations of 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 more.

A number of Hamleys Russia exclusives have also launched including Overwatch D. Va Pop! (Diamond Edition), Cruella De Vil Pop! (Diamond Edition) and Pennywise with Glow Bug Pop!

“Launching a shop-in-shop in Moscow’s iconic Hamleys store is an absolute honour and a key milestone for us,” said Andy Oddie, md of Funko EMEA. “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 collectables and apparel via the vessel that is our store is just the beginning of amazing things to come. Watch this Funko space.”

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