This August, Dungeons & Dragons will have a physical presence in the heart of London as part of a new, limited-time pop-up store in Piccadilly Circus.
The “Hasbro Hub London” is slated to open its doors on Saturday, 16 August, offering a multi-brand experience timed to coincide with the peak of summer tourism and school holidays.
While the store will feature a wide range of the toy giant’s portfolio, the inclusion of Dungeons & Dragons is likely to be of particular interest to tabletop gamers. The pop-up promises exclusive merchandise, which for TTRPG fans, could mean unique dice, accessories, or collectibles not easily found elsewhere.
The store is a significant venture, spanning over 3,000 square feet across two floors at the “Below the Lights” destination. It will be operated by Event Merchandising, the same team responsible for the permanent Transformers and Peppa Pig stores at the nearby Battersea Power Station development.
Beyond the Forgotten Realms, the hub will cater to a broad church of fandoms. Visitors will find products and experiences related to Transformers, My Little Pony, Nerf, Littlest Pet Shop, and Furby, alongside brands for younger children like Peppa Pig and Play-Doh.
Matt Proulx, SVP, Global Experiences, Partnerships & Music at Hasbro, told the press,
Hasbro Hub London is a celebration of play, storytelling, and fandom—right in the heart of one of the world’s most iconic cities. Whether you’re embarking on an epic adventure with DUNGEONS & DRAGONS, jumping in muddy puddles with PEPPA PIG, or hunting for exclusive TRANSFORMERS collectibles, there’s something here for every generation of fan. This is Hasbro like you’ve never experienced it before.”
The company states the pop-up will feature interactive elements, including life-size versions of games like Connect 4, product demonstrations, and a Hasbro-themed claw machine. It will also display legacy artwork and offer insights into the “behind-the-scenes moments” from Hasbro’s history.
Location & Hours
- Hasbro Hub London
- Below the Lights, Piccadilly Circus, London W1D 7ET
- Opens: Saturday, 16 August, 2025
- Hours:
- Monday-Saturday: 10am-10pm
- Sunday: 12pm-6pm
