Site Menu

February 9th, 2011 37 comments

We earn a commission for products purchased through some links in this article.

BBC Doctor Who Experience Devoted Shop

BBC Worldwide breaks new ground with retail and mobile plans for Doctor Who Experience

BBC Worldwide is to launch its first ever shop devoted to Doctor Who at the much anticipated Doctor Who Experience. The shop will be a treasure trove for fans showcasing Doctor Who toys, games, books and licensed merchandise. Designed, staffed and managed by brand experience and retail specialists Brandnew Corporation, it is the first time BBC Worldwide has created a stand-alone retail operation dedicated to a single television brand. The shop will open on 20th February in tandem with the Doctor Who Experience and remain open throughout its run.

The image below is just a representation of the look and feel of the shop…


The Doctor Who Experience will be further supported by a Wi Fi service exclusive to Olympia. Also provided by Brandnew, the ‘closed loop’ mobile Wi Fi platform is dual purpose – while receiving redeemable coupons for use in the Doctor Who shop, visitors can also use smartphones to enjoy an immersive browsing experience related to the aliens, monsters and storylines at the show. It is the first time an event at Olympia has used Wi Fi to enable mobile content to be distributed this way.

The Wi Fi service has an easy login interface and one click access to content. From a special offers area, users download promotional barcodes which are then swiped at the checkout reader in the usual way, with price reductions shown at the till and on receipts. The wireless service is security encrypted and much faster than any 3G network. Much of the material for download is exclusive to the Doctor Who Experience with a wealth of facts, figures and information. A special subtitling service can be accessed for the deaf, ensuring the Experience – led by the Doctor’s own vocal commands – is just as meaningful.

The shop will retail over 400 Doctor Who SKU’s at any one time, with many items exclusive to Olympia – a showcase of licensed product larger than anything available on the high street in one place. The Doctor Who shop is a stand-alone outlet adjacent to the café, though most visitors will enter after enjoying the Experience and Exhibition. The 133 square metres has a circular layout to encourage easy and full navigation of the merchandise. The tills and checkout area at the centre mimic the central console of the TARDIS.

The brief from BBC Worldwide was to create a retail extension of the Doctor Who brand experience. The Doctor Who Experience promises to be a spectacular event, featuring an exhilarating walk-through adventure, where visitors can step into a full recreation of the Eleventh Doctor’s TARDIS, and an ‘out of this world’ exhibition featuring iconic Doctor Who props and costumes from its 47 year history. This is the first ever fully immersive Doctor Who attraction – an unprecedented opportunity for fans to step through a crack in time and take part in their own Doctor Who adventure in the role of the Doctor’s companion. Their challenge will be to reunite the Doctor with the TARDIS whilst facing some of the best-loved and most-feared monsters from the hit series, including a Dalek spaceship and Weeping Angels.

Brandnew Corporation is responsible for the full retail offer at the Doctor Who Experience; designing the interior and layout, determining the fixtures and displays, setting up the till and EPOS systems, product ranging and merchandising. The company is also tasked with the live customer experience; recruiting, training and briefing staff for the interactive show, exhibition and shop, plus stewarding at the event itself.

Alex Johns, MD at Brandnew Corporation said, “After the exhilaration of the Doctor Who Experience the area of the shop and café provide an opportunity for fans to catch their breath. Inspired by what they’ll have seen and experienced, our retail offer makes it both easy and pleasurable to turn their excitement into tangible rewards.” He continued, “The Wi Fi platform will considerably enhance the immersive experience for all Doctor Who lovers while maximising footfall and sales in the shop. It is an important part of our ‘from the till backwards’ approach to retail planning”

Ian Wickham, Head of Retail Development, Licensed Consumer Products UK/EMEA said, “We’re delighted to be working with Brandnew on this exciting project. Some of the innovative plans we have, in particular with regards to new technology being applied at the Experience, are state of the art. This technological aspect of Brandnew’s capability made them a perfect fit for the Doctor Who Experience.”

The Doctor Who Experience runs at London’s Olympia 2 from 20 February 2011.




    July 20th, 2011 - 11:14am


  • booboo

    July 20th, 2011 - 11:01am

    I would think so


    July 20th, 2011 - 11:00am

    will ameila pond exclusive figure and junk tardis be there in october

  • booboo

    July 7th, 2011 - 4:37pm

    I honestly dont know there is no sign of Rory yet

  • carawilson

    July 7th, 2011 - 4:34pm

    do you think there will be a Rory figure out when i go in October ????

  • Vince Cox

    April 11th, 2011 - 8:11pm

    visited the ‘experience’ on Sat 9th April with some mates (for my Birthday)could feel myself grinning like a cheshire cat from the moment i stepped inside…this is an absolutely fantastic expereince and exhibition – up close and personal with everything Whovian – an experience NEVER to be forgotten !!!

  • Doctor who fan

    February 26th, 2011 - 5:55pm

    Im booked for 19 april MY BIRTHDAY! its my birthday present im REALLY
    looking forward to it!

  • Wayne Venomous

    February 16th, 2011 - 9:13am

    We’ve already been (went on the 9th February!) it’s FANTASTIC!

    Little bit pricey, which is what you’d expect from a shop this cool but the staff are very friendly and are always willing to help! My Daughter was crying when we came out of the shop and the staff rushed over to make sure she was ok as they thought she had been scared at the main Experience section, I explained she was just upset because it was all over!

  • Daniel H

    February 16th, 2011 - 1:01am

    I’m going on the first group in on the first preview day on the 17.02.11 OMG so excited

  • Jak

    February 14th, 2011 - 4:48pm

    i’m going on april 29th

  • dalek_scientist

    February 13th, 2011 - 5:44pm

    I’ve got mine booked for the 17 April

  • Brendan uk!!!

    February 10th, 2011 - 7:04pm

    for all your messages apparently they are booking tickets to the 28th May 2011.Rest TBC Check up on updated stuff on the doctor who experience’s website( search in Google)!!!!!

  • booboo

    February 9th, 2011 - 10:27pm

    is it only on in february?

    No you can book up until the beginning of September at the moment

  • Pandorica owner

    February 9th, 2011 - 10:22pm

    is it only on in february?

  • booboo

    February 9th, 2011 - 8:57pm

    is it in london people

    Yes at London’s Olympia Two exhibition centre then in Cardiff in 2012

  • james butler

    February 9th, 2011 - 8:53pm

    omg lol is it in london people ?????????????????????????????????? !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

  • Doctorwho4eva

    February 9th, 2011 - 5:29pm

    Will there b Battles in time there and how long will the experience be running for???

  • doctor stu

    February 9th, 2011 - 5:19pm

    thank you booboo, for previous answer

  • doctor stu

    February 9th, 2011 - 5:18pm

    booboo? do you think a rory figure will come out before this shop opens. if it does it would be good if this was the first shop to sell it

  • booboo

    February 9th, 2011 - 5:16pm

    can you only get into this shop if you go to the doctor who experience?

    That i dont know but quite often you can go into exhibitions shops without going to the whole thing

  • doctor stu

    February 9th, 2011 - 5:13pm

    can you only get into this shop if you go to the doctor who experience?

  • doctor stu

    February 9th, 2011 - 5:12pm

    i think im goign to faint 😯

  • doctor 24/7

    February 9th, 2011 - 5:09pm

    where is it in london

  • booboo

    February 9th, 2011 - 4:58pm

    Will they sell DVDs to cause I was thinking on getting A Christmas Carol there

    I have no doubt they will

  • booboo

    February 9th, 2011 - 4:58pm

    Where is it ????????

    London at at the exhibition centre

  • Adam

    February 9th, 2011 - 4:23pm

    EPIC,I am going a week after its opened and this is cool. Will they sell DVDs to cause I was thinking on getting A Christmas Carol there

  • The Doctor

    February 9th, 2011 - 4:13pm

    Where is it ???????? ❓

  • Jon

    February 9th, 2011 - 3:45pm

    I hope we get feedback for us in the USA. This sounds like it is going to be a fantastic store.

  • booboo

    February 9th, 2011 - 2:09pm

    Will the Forbidden Planet Exclusive figures be available here

    I dont know, we are going Thursday so we can tell you all about it then

  • David Morgan

    February 9th, 2011 - 1:56pm

    Will the Forbidden Planet Exclusive figures be available here, Booboo?

Leave a Reply

Your email address will not be published.

By clicking submit you agree to our terms and conditions (below), we reserve the right to edit or delete inappropriate messages.

Comment rules

The Doctor Who site welcomes constuctive comments related to the news article in question. Links posted in comments may not be displayed. We reserve the right to delete or edit any post entirely at our discretion. If you leave unacceptable comments your IP address will be banned and reported

Click here to read full comments terms and conditions