Shaftesbury has announced that leading art toy brand, Pop Mart, has selected Chinatown London for a European flagship and UK debut, and will be joined by Yolé, the world’s first no-sugar added ice cream and frozen yogurt brand.

Set to bring Pop Mart’s best, latest, and most exclusive collectibles to the London market, the brand has selected the 395 sq ft unit at 80 Shaftesbury Avenue for its debut UK permanent shop, which will also be the European flagship.

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The Chinatown London store will open this winter, featuring the trademark mystery toy boxes. It will also offer world-renowned art toy products, including collections created by famous designers Kenny, Pucky, and Kasing Lung.

A few doors down from Pop Mart, Yolé will be bringing its unique no sugar-added ice cream and frozen yogurt recipes to Chinatown London from later this month, at 74 Shaftesbury Avenue in a 309 sq ft unit. The brand has an extensive presence in Southeast Asia, with its flagship in Singapore and over 30 stores throughout countries such as Indonesia, Taiwan, Cambodia, and Malaysia.

Yolé’s special recipes, formulated at their European HQ in Spain, ensure the no sugar added ice creams and frozen yoghurts retain the full taste and texture. Available in soft serve or tubs to take away, Yolé’s flavours include favourites such as matcha and chocolate-hazelnut. The menu also includes freshly made milkshakes, boba, and ice cream bars, with countless combinations of toppings for customisation.

Andrew Price, Property Director at Shaftesbury, commented: “Chinatown London is about bringing what is popular and relevant in East and Southeast Asia to one of the most important culinary and cultural cities in the world. Pop Mart is now a market leader in China, in a sector that has really gripped millennials and is worth billions globally, while Yolécombines European techniques with experience of what works well in countries like Singapore and Indonesia. Both make great additions to Chinatown London, adding to the amazing array of F&B, retail, and leisure operators already here.”

Kris Kim, Pop Mart International Director, added: “At Pop Mart, we believe everyone deserves a little magic in their lives and we are thrilled to announce we will be bringing the best, latest and exclusive collectibles to Chinatown London. London is such a great place to have a European flagship store, and Chinatown London is the ideal home for our well-designed art toy products.”

Milad Nawaz and Salman Qureshi, Owners of Yolé, said: “Ice cream can be healthy and delicious, and the incredible following we already have across the globe is testament to this. Chinatown London is such a buzzing location, and it makes a lot of sense for us to be here, given the popularity of Yolé in Southeast Asia. We cannot wait to open and showcase what we’re all about.”

Hanover Green represented Chinatown London. Pop Mart and Yolé dealt direct.

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