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Sylvanian Families opens pop-up shop in Soho

EPOCH making toys’ pop-up for brand will be open from October 19 and throughout Christmas shopping period.

The first pop-up shop for traditional toy brand Sylvanian Families is due to open on Saturday (October 19) in London’s Soho.

EPOCH making toys has confirmed that the shop – which is located in Brewer Street – will be open daily throughout the key Christmas shopping period.

Fans of the miniature animal figures will have the chance to get their hands on an exclusive, limited edition new Sylvanian Families character – Guardian Bear – in celebration of the shop’s London location.

The 45sqm retail experience has been cleverly designed to appeal to fans young and old and boasts a London-themed selfie corner and never-seen-before products, styled in new interactive display dioramas.

There is also a performance area for Sylvanian characters, who will be popping in for regular meet and greets, plus additional complementary activities to be announced during the residency.

EPOCH is also offering the Sylvanian Families Premium Fan Club Members an exclusive drop-in session on the opening day – 9am – 11am – for loyal fans to visit and shop at the pop-up before general admission.

Ahead of the global 35th anniversary of Sylvanian Families in 2020, EPOCH hopes to attract new fans and reconnect with long-standing collectors through the pop-up, to drive demand during its key birthday year.

“The Sylvanian pop-up store will give us a great opportunity to showcase the whole of the Sylvanian Families world to our consumers,” said Neil Bandtock, md of EPOCH making toys. “Most of the store is given over to marketing initiatives and interactive display dioramas, highlighting key seasonal ranges to potential new fans.

“Our objective with this central London pop-up is to help build awareness and drive demand for our Sylvanian Families ranges in the crucial Q4 period and beyond.”

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