The world’s first Transformers and Peppa Pig standalone stores opened today (Wednesday 27 November) at London’s Battersea Power Station.
Located side by side on the ground floor of Battersea Power Station and covering a total 4,700 sq ft of retail space, the flagship stores – designed and built by Event Merchandising – offer a unique immersive shopping experience combined with exclusive merchandise.
With sales of fan-focused toys now at 30% in the UK, the new Transformers store will appeal to die-hard adult fans and families with young children who have been introduced to the brand via the recent Transformers One movie.
Meanwhile, next door, 20-something Gen Zs who grew up with Peppa Pig will be able to relive their childhood by jumping in the interactive muddy puddles in the Peppa Pig store, browse exclusive merchandise and pose for Instagram-worthy photos either with Peppa herself or in front of the bespoke photo wall.
As Melissa Symonds, director of UK Toys at data firm Circana, notes, the “remarkable resurgence” in toy buying, driven by nostalgia, highlights the growing influence of ‘kidults’ – adults (aged 12+) purchasing toys. Nearly 30% of toy buyers fall into this category, and the continued demand for these iconic brands is a testament to the cross-generational appeal.
According to Circana, licensed properties represent over 30% of UK toy sales, further reinforcing the appeal of beloved characters in consumers’ hearts and holiday wish lists.
One piece of exclusive merchandise that fans will want to get their hands on is a limited edition cover of Skybound Entertainment’s Transformers comics. There are 2,024 copies of the brightly-coloured comic and 400 of the black and white version available.
The interactive store environment also aims to bring Transformers to life via live demos of the Robosen Transformers Series robot, Transformers video games, an AR Trading Card game and a bespoke graffiti wall, plus a photo booth offering personalised photo souvenirs.
Action figures and collectables will also be prominently displayed throughout the shop.
Meanwhile, the main attraction on the Peppa Pig side is free daily meet and greet appearances with Peppa herself, while children can also chill in the soft play seating area, read a book or watch what’s happening on the Peppa stage, where episodes of the series will play throughout the day on a giant screen.
Exclusive concessions with Emma Bridgewater, Trotters of Chelsea and Trunki will help to ensure it is a one of a kind retail experience with price points to suit all budgets. There is also an updated edition of the Peppa Goes To London book which features the Grade II listed Power Station and is the first Peppa Pig product to feature the new character, His Majesty the King.
The photo wall also features a bespoke backdrop of Peppa beneath the Power Station’s iconic silhouette, while visitors can also indulge in Peppa-themed sweet treats from the Hummingbird Bakery stall.
“We are proud to introduce the first standalone stores for our Peppa Pig and Transformers franchises,” said Matt Proulx, svp of global experiences, partnerships and music at Hasbro. “This is a monumental moment for these two iconic brands and for Hasbro as we launch a truly immersive shopping experience featuring exclusive products. Working with Event Merchandising has been an incredible journey, and we are excited to offer unique and unforgettable experiences for fans of all ages.”
Sam Cotton, head of asset management at Battersea Power Station Development Company, continued: “To be the home of the world’s first standalone Peppa Pig and Transformers stores is very exciting, and we’re delighted to offer our visitors this new and unique shopping experience. The brands have huge followings and I’m sure the stores will be extremely popular with fans old and new, as there’s so much to see and do with exclusive products and the opportunity to meet Peppa Pig.”
Jeremy Goldsmith, ceo at Event Merchandising, the company which has designed and built each store, added: “Our brief from Hasbro was to create a truly memorable shopping environment which immerses customers in the worlds of Transformers and Peppa Pig and offers an array of exclusive products; a unique global experience only available within the iconic setting of London’s Battersea Power Station. It has been thrilling to see that vision come to life.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow us on LinkedIn and on Instagram (@licensing_source).
