The Doctor Who Experience: Shop and Wi Fi

BBC Worldwide have announced groundbreaking retail and mobile plans for the Doctor Who Experience exhibition.

The commercial arm of the BBC has said that first ever official Doctor Who shop will accompany the much-anticipated exhibition. It will sell toys, games, books and licensed merchandise. The show is is staffed and designed by brand experience and retail specialists Brandnew Corporation. Doctor Who is the first TV programme that BBC Worldwide has devoted a stand-alone retail operation for.

And if this isn't enough, the Doctor Who Experience will be complimented by an exclusive Wi Fi service. Created by Brandnew, the platform will provide information about Doctor Who aliens, monsters and storylines. Visitors will also be able to redeem coupons to use in the Doctor Who shop.

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"

The Doctor Who Experience will include special effects and newly-filmed Steven Moffat-penned scenes starring Matt Smith's Doctor, along with original costumes used in the programme. It will be based at London's Olympia and will open on 20th February 2011. Click HERE to purchase tickets.

Read the full press release at the BBC Press Office.