Tubbz is bringing its Universal Monsters Mystery Eggs to London with the Monster Mystery Tour, a Halloween ride created with Hamleys that gives every passenger a free egg. Between 17th and 31st October, it runs on the Hamleys Sightseeing Bus and lets sightseers pair landmark views with a themed collectible.
The bus leaves three times a day and adds spooky moments to the city route while sharing more about Hamleys and Tubbz. Introduced earlier this year, the Mystery Eggs format places miniature Tubbz figures in blind boxes shaped like hatching eggs, including a shot at an ultra-rare character.
Three daily departures and a free pack-in turn the route into an experience-led retail play that puts a licensed collectible directly into riders' hands. The Hamleys bus also moves Halloween merchandising beyond store shelves by tying the egg format to a London attraction.
Image Credit: Universal Monsters / TUBBZ
What's Driving This Trend
- Experiential Collectible Retail
- Retailers are blending limited-run collectibles with ticketed experiences, creating immersive purchase moments that extend merchandise value beyond the shelf.
- Seasonal Transit Activations
- Holiday-themed buses and city tours are becoming branded entertainment platforms where local sightseeing is layered with time-sensitive fandom and merchandise.
- Blind-box Tourism
- Mystery-format products paired with destination experiences introduce surprise mechanics into travel retail, strengthening repeat interest and collectible engagement.
Who This Affects Most
- Toy Collectibles
- Licensed miniatures and blind-box formats are gaining new relevance through live activations that transform passive collecting into shared entertainment.
- Tourism and Attractions
- Sightseeing operators can differentiate standard routes with pop-culture partnerships that make familiar landmarks feel seasonal, exclusive, and merchandisable.
- Retail Entertainment
- Flagship stores and legacy retailers are expanding into mobile experiences that turn brand storytelling into interactive, citywide customer touchpoints.
