Hamleys has opened a new store at Westfield London in White City, in time for peak Christmas trading.
The toy shop had a pop-up store at the shopping centre but will now trade from a permanent 11,000 sq ft store.
The Hamleys store has a “magical” in-store concept, which has play at its heart. It includes an indoor slide, suitable for both children and adults, a Hans and Gretel dessert boutique, a Nerf target practice area and a Playmobil play area.
The Westfield store will also have Hamleys’ entertainment team, and toy demonstrators.
Shoppers will also have the change to meet and greet the infamous Hamley Bear, alongside an array of other Hamleys characters.
Hamleys CEO Sumeet Yadav said: “There’s toy shops, and then there’s Hamleys Westfield, White City, which we are absolutely thrilled to have just opened.
“Shoppers will be ‘wowed’ at Hamleys Westfield, like something they have never had before in one of our stores and we just cannot wait for everyone to experience all we have to offer, just in time for lots of festive fun this Christmas.”
The toy retailer, which is owned by India’s Reliance Industries, is also launching a Christmas Grotto at luxury hotel The Ritz London this Christmas.