An iconic UK toy shop is set to open two new stores, boosting its presence across locations. The famous toy store was created in 1760 and is now a London landmark with tourists flocking to visit the world’s oldest toy store.
Hamleys will open in two new London locations, with pop-up stores in Liverpool Street Station and Heathrow Terminal 2. While the new train station shop is set to open soon, in early May, the Heathrow Airport branch will open in mid-June. The company currently has stores in other major travel locations including train stations, London Bridge and St Pancras, as well as airports, Stansted and Heathrow Terminal 4.
The Liverpool Street Hamleys will span over 500 square feet and feature Hamleys favourites like plush animals, mini vehicles and pocket money toys as well as travel-friendly products like sticker books and miniature-sized board games.
The Heathrow store will be larger, at 1000 square feet, featuring the classic Hamleys products as well as tech toys, action figures and Lego sets.
Hamleys is well-known for its Regent Street store which stretches across seven floors and welcomes around five million visitors annually. The store frequently hosts a range of events like slime workshops (running until 12 April for £15.99 per person) and interactive puppet shows as well as brand pop-ups.
Hamleys now exists worldwide with 175 shops across 13 countries including Italy, India, China and Mexico.
Hamleys UK Head of Retail, Keane Herman, told Retail Gazette: “Our travel estate performs consistently well for us around the world and we are very excited to enter Liverpool Street and expand our presence at Heathrow."
He added: “Our formats have been tested and refined over many years in stations and airports – they are built for grab-and-go speed, fun and bright gifting ideas and we know they will do well this summer and beyond.”
The new store openings are a part of Hamleys’ wider push for travel retail, looking to capture tourists as well as families and commuters who are travelling through the major UK transport centres.
