Hamleys, the world’s oldest and toy store, is set to bring the magic of Christmas to Westfield London, with a brand-new festive pop-up, opening on the today, followed by a permanent, 11,000 sq ft store in spring 2022.
The pop-up will be in place while Hamleys readies the 11,000 sq ft store into a toy wonderland that will offer Hamleys’ signature experiences for visitors.
For its flagship store launching in Spring next year, the new permanent shop will showcase a brand new store concept, featuring engaging and educational play areas, with interactive installations, as well a year-round programme of in-store events and character appearances, adding to the centre’s already established family brands.
Kate Orwin, leasing director UK at Unibail-Rodamco-Westfield, said: “Hamleys is an exciting addition to our family product and experience offer. We’ve worked collaboratively with Hamleys to launch their iconic brand in the festive period through a pop-up concept, and look forward to the launch of the permanent store in 2022.”
Sumeet Yadav, CEO at Hamleys, commented: “Hamleys has always been about offering the very best in magical experiences for families, from making life-long memories during the festive period, to finding the perfect toy for under the tree. We are very much looking forward to expanding into Westfield and introducing our brand new store concept, giving our customers the chance to see, feel and play their way through Hamleys.”
