British Toy Retailer – Hamleys – opened its third store in China which is also its largest store worldwide on December 23rd, 2017 to coincide with the start of Christmas festivities. The outlet is located in Beijing most famous shopping streets in China, Wangujing, which is quite similar to Oxford Street in London. The store encompasses 10,700 sqm which covers 5 floors which displays traditional toys, high- tech entertainment and educational games for children of all ages.
Hamleys is trying to position itself as a Lifestyle Center store guided by the store’s principal slogan ‘Bring Toys to Life’. The design and layout emulates any other Hamleys stores in the UK and was designed and build in an eco-friendly way to reduce emissions.
Capable of serving thousands of customers every day, Hamleys aims to create an immersive shopping experience that features high quality products along with one- stop solutions through Hamleys premium platforms, strong capital and original specialization. They also encourage wise consumption in this store. Hamleys Beijing is the new highlight of Wangfujing Department Store.
Hamleys Beijing targets mid to high- earning consumers and will provide many world –renowned toy brands such as Peppa Pig, HAPE, Disney and Lego alongside its own signature Hamleys teddy bears. Hamleys offers products of over 200 toy brands and also provides other services and products such as maternal and infant products, children entertainment, interactive service, education, clothing, daily necessities, culture and catering. It also showcases 240 sqm Lego area which is China’s largest Lego exhibition.
On the entire store there are various entertainment facilities offering interactive games and vivid settings for children of different ages, such as a carousel, ocean world area, VR viewing experience and NERF shooting. Since the end of China’s one child policy, Hamleys is targeting the growing market for the consumption for infant industry, mother care industry and toy industry.
Euromonitor, market research company, has revealed that the total sales of toys and games in China have soared 20.9% from 2011 to 2016.
Hamleys previous two stores are located in Nanjing (7000 sqm) and Xuzhou (10,000 sqm). The new Wangfujing store is the largest Hamleys in the world with an area of 10,700 sqm.
Founded by William Hamley in the 1760, Hamleys is spread across 25 countries including China, Ukraine, Germany, Russia and India. Hamleys is the oldest toy brand in the UK that offers retail sale of toys, games and gifts including arts and crafts, action toys, dolls, games, outdoor products, preschool products, soft toys and vehicles.