The 7,000 square-foot store opened on 1st October, National Chinese Day, and covers four floors.
The ending of China’s one-child policy presents an opportunity for toy stores, and under its new Chinese owners, London’s Hamleys is determined to capitalise.
The flagship store will be situated in Xinjiekou Sanpower Plaza in Nianjing, and will stock the retailer’s famous teddy bears, brands such as Lego and Hasbro, as well as other educational toys for all age groups. It will also host 10 different interactive games, including remote control car racing and virtual reality games.
This will be Hamleys’ first venture into China, although the company is looking to expand to more than 100 stores in the coming year, targeting cities such as Shanghai and Beijing.
The chairman of Sanpower Group Yuan Yafei said that Hamleys can bring its interactive business model to China, and cooperate with House of Fraser to give it a competitive edge.