Hamleys has launched the first Hamleys World in South Africa, at Sandton City Shopping Centre.

Staff member Musele Saidi poses with Optimus Prime at the opening of the new store.

The launch saw families, children and shoppers treated to a memorable parade which included jovial Hamleys’ staff, a field band and children’s favourite cartoon characters and superheroes.

The parade sang and danced its way to a queue of children and parents, who were anticipating the official ribbon cutting.

The first 200 children received a Hamleys voucher and gift and were treated to face painting, unlimited access to toys, pictures with famous characters such as Batman, Cinderella, Optimus Prime and Yoda, and a ride on the store’s carousel.