Tamashii Nations Pop Up Shop: Why It Works

by Oct 1, 2021

With events finally regaining a sense of normalcy, there’s no better time to get your brand in front of your target audience. There may be limited access to large trade shows due to COVID-19, but with the amount of open retail space available for temporary leases, pop up shops are the next best thing.

Pop up shops are a great way to showcase your brand or product for a short period of time. Whether it’s for a few days or a couple of months, you won’t have to worry about the risks that come with long-term commitments. You get the most return from your investment with pop-up shops while still generating buzz around your brand. Not to mention, customers get a more personalized, intimate experience with your products.

Tamashii Nations in New York and California

Marketing Genome partnered with Tamashii Nations to host their first-ever pop-up shops in Manhattan, New York, and Santa Monica, California. Based in Asakusa, Tokyo, Tamashii Nations is a division of Bandai, a powerhouse in the toy industry. The brand was established in 2007 and has since expanded globally, making its products available in twenty countries.

Due to its success, Tamashii Nations decided to embark on a world tour in 2016 to give everyone the chance to see their one-of-a-kind figurines. This year, the brand landed in New York and California, and that’s where our teams on both coasts stepped in.

Pop up shops typically take place close to or around the same time as major events, such as trade shows and concerts. The California Tamashii Nations pop up shop debuted on July 16, 2021, just one week before world-renowned Comic-Con International: San Diego. The huge event attracts dedicated fans worldwide interested in a wide range of entertainment genres such as anime, manga, toys, video games, and more.

Marketing Genome put together an immersive installation decked out in custom signage, posters, backlit fabric graphics, figurine prototypes, and large statues to draw the crowds in. The walls of the shops were lined with unique figurines for everyone to see. S.H.Figuarts, S.H.MonsterArts, Figuarts Zero, and Metal Build were just some of the notable lines displayed.

For additional interaction and brand awareness, customers were encouraged to take photos for social media using #TamashiiNationsPopUpShop. A giant Super Saiyan Son Goku was on display at both the New York pop up shop and California. This standout piece was great for photo ops. Customers were also given a free gift to take home with select purchases.

Customize Your Pop Up Shop

Pop up shops are just one of many services we offer at Marketing Genome. With over 30 years in the industry, we’re well-equipped to handle all of your marketing needs. From booth ideas to exhibits, we’ll customize your event and turn it into a unique, memorable experience for your customers to interact with and enjoy. Best of all, we do everything for you with turnkey service, including 3D designs, venue scouting, staffing, logistics, program management, and more.

With prime locations on both the East and West coast, we’re ready to help your brand no matter the location. Our passion for creating immersive experiences allows us to continue expanding to serve all major U.S. cities.

Are you looking to host a pop-up shop? One of our expert marketing consultants can provide a complimentary brainstorm and evaluation session to find out how we can help you. Let’s Talk!

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