Pokémon pop-up returns to a museum, this time at London's Natural History Museum

Following a chaotic 2023 collaboration with the Vincent van Gogh Museum in Amsterdam, where limited-edition Pokémon merchandise sold out in hours and reappeared online at inflated prices, Pokémon Company is launching a new pop-up shop at the Natural History Museum in London. The pop-up, open from January 26 to March 22, 2026, is located in the museum's Cranbourne Boutique and marks the first such partnership with a UK museum. The collaboration celebrates Pokémon's 30th anniversary and features exclusive products including a new plush toy inspired by the museum's architecture and natural history sketches. Access is free but requires booking; the first batch sold out immediately, with more tickets available in November 2025. Products will also be sold online via the museum's shop and the Pokémon Center UK. All profits support the museum's charitable mission, including the work of 400 scientists researching biodiversity loss and green economy solutions. Adam Farrar, the museum's commercial director, noted the synergy between Pokémon and the Natural History Museum's shared passion for the natural world. Mathieu Galante, senior licensing director for Pokémon Europe, highlighted the exclusive plush toy's inspiration from the museum's iconic building and archival sketches.