Photo by Justin Ennis/Flickr
The 257-year-old iconic British-founded kids’ toys retailer, Hamleys, has opened its biggest store worldwide in Beijing, China Hamleys.
Just in time for the start of the Christmas season, the opening of the store will be accompanied by a celebratory parade of toys.
It is located in the Wangfujing area of Beijing, the main shopping district of the city which is similar to Oxford Street. The new store has 10,700 square metre store and its spans five floors with thousands of toy items on display.
The company operates in 25 countries across the globe. According to a company’s spokesperson, the retailer seeks to establish itself as a “lifestyle centre store” instead of just a toy shop with the intention of “bringing toys to life.”
The Beijing Hamleys is Hamley’s third store in China. Its interior replicates the UK design. However, it has been built in an eco-friendly way in order to reduce emissions.
Brands to be located on the shelves of the store include Disney, Lego, and Peppa Pig – in fact, the largest lego display of China which stands at 240 square metres will be in the new store of Hamleys.
Other store attractions will include an “ocean world” area, a carousel, a Nerf gun shooting area, and a virtual reality viewing experience.
The demand for toys in China has been improved by the end of the one-child policy of the country, as the National Health and Family Planning Commission of China recorded a 7.6 increase in childbirths between 2015 and 2016.
Even though this is only the third store of Hamleys that was opened in China, following those that are located in Xuzhou and Nanjing, Hamleys – which has been owned by C.banner, the Chinese footwear conglomerate, since 2015 – is aiming to reach a total of 100 stores in the country.
According to various accounts, Hamleys made a loss amounting to £714,000 last year.