Limited-time pop-up showcased fan-favorite brands, immersive experiences, and the UK’s biggest selection of Hasbro products in one destination
London, UK – August 2025 – Event Merchandising proudly operated Hasbro Hub London, a special pop-up retail experience that opened on August 16, 2025, in the heart of Piccadilly Circus. For a limited run, fans of every generation stepped inside a 3,000 square foot space packed with Hasbro’s most iconic brands, exclusive products, and interactive installations.
Located at Below the Lights, one of London’s newest cultural destinations, the pop-up welcomed families, collectors, and international visitors during the busy summer holiday season. The store celebrated Hasbro’s world-class portfolio, including Dungeons & Dragons, Furby, Hasbro Games, Littlest Pet Shop, Magic: The Gathering, My Little Pony, Nerf, Peppa Pig, Play-Doh, Transformers and more.
“Hasbro Hub London was all about celebrating play, storytelling, and fandom right in the center of one of the world’s most vibrant cities,” said Matt Proulx, SVP of Global Experiences, Partnerships & Music at Hasbro. “From epic Dungeons & Dragons quests to Peppa Pig puddle-jumping moments and exclusive Transformers collectibles, fans discovered Hasbro in an entirely new way.”
Jeremy Goldsmith, Managing Director at Event Merchandising, added:
“We were thrilled to partner with Hasbro to bring this ambitious pop-up to life in Piccadilly Circus. The response from fans and families was incredible, proving that immersive, multi-brand retail experiences resonate with visitors of all ages. Hasbro Hub London became a true celebration of creativity, fandom, and play, and we are proud to have helped deliver such a memorable event.”
Highlights from Hasbro Hub London
Life-size Connect 4 and oversized photo opportunities
Live product demonstrations and interactive gameplay
Hasbro claw machine and collectible pick & mix souvenirs
Limited-edition and exclusive merchandise across multiple brands
A collector’s archive with behind-the-scenes insights into Hasbro’s universe
Admission was free, and the space quickly became a hotspot for families and tourists alike. Trained staff and brand ambassadors were on hand daily to guide guests through interactive zones, run demos, and provide a welcoming experience for visitors of all ages.
Hasbro Hub London marked the first multi-brand Hasbro Hub concept worldwide, expanding on Event Merchandising’s successful operations of the Transformers and Peppa Pig stores at Battersea Power Station. Unlike permanent single-brand stores, the Hub delivered a seasonal flagship experience, uniting multiple beloved franchises in a high-profile London landmark.
This pilot project reflected Hasbro’s strategy to evolve beyond traditional retail by blending storytelling, immersive play, and commerce. The concept tested a scalable “retailtainment” format that could be adapted for other cities and audiences in the future.
