How the UK’s most famous toy store is becoming a top family attraction
TOY stores can often be a place of pure happiness for children – and one of the most famous stores in the UK is making even more reasons to visit.
Hamleys in London is the world’s oldest toy shop, with its first site opening back in 1760 under the name Noah’s Ark.
Originally in High Holburn, the much-loved toy store is now on Regent Street, where it has stood since 1881.
Across seven floors there are thousands of toys to explore and each year the store welcomes around five million visitors.
And now there is even more of a reason to go as the giant toy store is launching lots of new events – and most of them are free.
Keane Herman, Business Head Hamleys UK, said: “As the finest and oldest toy shop in the world, Hamleys has been creating magical moments for
children and families for more than 266 years.
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“By keeping our eye on what’s current, trending and relevant, we continue to elevate the experiences we create in store.
“There is always something happening at our Regent Street flagship.
“From live toy demonstrations and interactive play experiences to dance parties and puppet shows, it is this sense of energy and theatre that makes Hamleys so special.
“We pay close attention to what resonates with children and parents, and to the trends shaping the world of play, so that we can continually offer fresh and memorable experiences.”
Last year, the store launched the Hamleys Bus and Lights Your at Christmas which proved to be such a success that the store is bringing it back for Easter this year.
And the store has already hosted a number of brand pop-ups including one with dessert brand Vnilla, who are well-known for creating banana pudding just like the famous Magnolia Bakery’s in New York.
Herman added: “These events and experiences are a natural extension of our daily in-store theatre, giving children the chance to be even more hands-on and to immerse themselves in the magic of play.
“Our heritage is incredibly important to us, but what keeps Hamleys thriving is our commitment to continually evolving.
“Families come to Hamleys not just to shop, but to make memories together, and that sense of wonder is something we are proud to deliver for every new generation.”
Coming up, there are lots of daily events at Hamleys to enjoy.
For example, every day at 10am (or 12pm on Sundays) when the store opens, there is an opening ceremony with Hamley Bear, who you can also meet at 1pm and 2:30pm each day.
At the weekends, the Hamleys Beary Grand Parade takes place at 4pm each day with dancing and singing.
This is followed by Mr Monkey’s Puppet Show at 4:30pm, where Mr Monkey is searching for his next big adventure.
And then at 5:30pm there is the Hamleys Dance Medley, where magical moments from the toy store’s history are brought back to life, including a princess’s first ball and a pirate’s first adventure.
Between March 28 and April 12 (the Easter school holidays), there are loads of events on as well.
For example, you could watch Chef Choco’s Chocolatiers Puppet Show, where you can learn about the secrets of sweet making and even become a sweet maker yourself.
The show will be on every day throughout the period, at 4:30pm.
On March 28, catch Midnight in the Toyshop come to life at Hamleys, with Ballerina and Rebel Racer giving a live performance.
Performances will be at 11am, 12pm, 1pm, 2pm, 3pm and 4pm.
If your kids love slime, then make sure to head to the Hamleys Regent Street Basement from March 24 to April 12 for a Gootopia Experience Zone, where kids can create their own slime and take home a ‘gooey masterpiece’.
The experience will cost £15.99 per person.
Every day at 4pm between March 28 and April 12 there will also be a Hamleys Rainbow Ribbons Parade across every floor of the store.
Also, over the Easter school holidays there will be Hamleys Storytime, with tales of Peter Rabbit and Charlie and the Chocolate Factory every day at 12pm, 1pm, 2pm and 3pm.
Towards the end of the Easter holidays on April 6, families can meet the Playmobil Pirates at 12pm, 1pm, 2pm, 3pm and 4pm.
And last but not least, each day at 1pm and 2:30pm there will be a Hamley and Hattie Easter meet and greet.
Officially launching on March 17, there will also be a new Pokémon destination on the Regent Street store’s fourth floor.
The new Pokémon area will feature interactive experiences such as character appearances, and on March 21, a launch event will be held with Pokémon-themed candy floss and activities for visitors.
Later in early April, a Tubbz zone will open inside the Regent Street store in the basement.
In the zone, visitors will be able to grab iconic pop culture characters that have been transformed into cosplaying ducks.
For more things to do with kids, these are London’s best free indoor attractions for families – perfect for rainy days.
Plus, the best UK family days out from £10 to completely free in the Easter holidays.
