Animate, Japan’s largest anime retailer, is now open in London. The UK’s first Animate store is located at The Sidings beneath Waterloo Station, selling officially licensed anime merchandise, figures, manga, and exclusive items you won’t find anywhere else. No end date has been announced — it’s running as a pop-up but may become permanent.
Key Details
| Info | Details |
|---|---|
| Location | The Sidings, Waterloo Station, London SE1 7BH |
| Hours | Mon-Fri 12:00-19:00, Sat 12:00-20:00, Sun 12:00-19:00 |
| Access | Directly beneath Platforms 20-24 |
| Status | NOW OPEN |
What Is Animate?
Animate (アニメイト) is Japan’s leading retailer for anime, manga, and gaming merchandise. Founded in 1983 in Ikebukuro, Tokyo, the company now operates over 120 stores across Japan, plus locations in the US, China, South Korea, and Thailand.
The Ikebukuro flagship store was certified by Guinness World Records in 2024 as the world’s largest anime shop. It’s a pilgrimage site for fans visiting Tokyo.
The London store is the first Animate location in the UK and Europe.
What’s In Store?
Animate London stocks officially licensed merchandise from popular anime series, including:
- Character goods — Keychains, badges, acrylic stands, plushies
- Figures — Prize figures, scale figures, Nendoroids
- Apparel — T-shirts, hoodies, accessories
- Manga and books — Japanese imports
- CDs and Blu-rays — Anime soundtracks and releases
- Exclusive items — Limited editions and Animate-only merchandise
New stock arrives regularly. The store updates its inventory to feature current and seasonal anime releases. Follow @animatehub on X for the latest arrivals.
Popular series frequently stocked include Jujutsu Kaisen, Demon Slayer, Haikyu!!, Spy x Family, My Hero Academia, and more.
“Oshikatsu” Culture
Animate is known for supporting “oshikatsu” (推し活) — the Japanese culture of passionately supporting your favourite character or idol. The store stocks merchandise designed for fans who want to show their love for their “oshi” (favourite), including photo card holders, display cases, and character goods sorted by series and character.
Location
The store is inside The Sidings, a retail and dining area beneath Waterloo Station. Look for Platforms 20-24 and head downstairs.
Address: The Sidings Waterloo Station London SE1 7BH (Upper Ground Floor 11)
Getting there:
- Tube: Waterloo (Jubilee, Northern, Bakerloo, Waterloo & City lines)
- Train: Waterloo Station (South Western Railway, Southeastern)
- Bus: Multiple routes to Waterloo
The store has a distinctive glass-walled frontage that’s hard to miss once you’re in The Sidings.
Late entry: After midnight, enter The Sidings via The Curve, next to the Leeke Street arches, off York Road.
History
- 31 October 2025: Animate London opens as a pop-up, originally scheduled until January 7, 2026
- 7 January 2026: First phase closes
- 6 February 2026: Store reopens at the same location
- Present: Still operating with no announced end date
The store was originally billed as a limited pop-up, but strong customer response led to its return. Staff recruitment suggests it may continue long-term.
Can’t Visit In Person?
Animate operates an international online shop that ships worldwide:
The online store carries similar merchandise, though the London store often has exclusive items and immediate availability that the online shop doesn’t.
Why Visit?
For anime fans in the UK, this is a significant development. Previously, buying official Japanese anime merchandise in London meant either visiting niche retailers with limited stock, ordering from Japan with expensive shipping, or hoping for convention appearances.
Animate brings the authentic Japanese anime shopping experience to London — the same store that fans visit in Ikebukuro, Akihabara, and Umeda. The stock is officially licensed, the prices are reasonable, and the selection covers both mainstream hits and niche favourites.
If you’re an anime fan in London, this is worth a visit.
More Japanese culture in London: Hatsune Miku Expo at The O2 (12 November) and HYPER JAPAN at Olympia (24-26 July).