NEWS

Hamleys campaign hails the Most Incredible Christmas Experience

Published on: 15th December 2022

Hamleys has launched a Christmas campaign which aims to raise awareness of its festive in-store experiences.

Copyright: Hamleys and VCCP

The campaign has been created with VCCP London, media agency VCCP Media and VCCP’s content production studio Girl&Bear. Tapping into the seasonal excitement in the lead up to Christmas, the enchanting campaign reminds the nation of the joy that lies in authentic experiences with loved ones, with a creative emphasising the priceless value of family experiences rather than the material value of purchases.

Harnessing its heritage as the world’s oldest toy store, Hamleys aims to bring the magic of the family Christmas shopping experience to the fore, offering family-friendly, cost-free festive experiences and allowing people to protect those treasured moments that bring the most joy, even during the most difficult of times.

The integrated campaign has been brought to life through photography and will run across Out of Home advertising, social media and targeted publications local to Hamleys’ UK stores in London, Glasgow and Oxford, with a bigger takeover of OOH sites at Winter Wonderland.

To highlight the sense of excitement in the run up to Christmas, the creative features children’s expectant faces pressed up against store windows as they eagerly wait for Hamleys to open its doors. The headline reads: “Welcome to the most incredible Christmas experience, But not until 10am. Sorry”, with variable store times reflected appropriately across the campaign. Some feature the line “Just wait until you get inside.”

The campaign has been designed to speak to an audience of all ages, but specifically targets parents across London, Oxford and Glasgow in its aim to enhance Hamleys brand affinity and bring people closer to the brand as well as closer together.

Elias Torres and Daniel Glover-James, creative directors at VCCP London commented: “There aren’t many brands that everyone absolutely adores, but Hamleys is definitely one of them. The opportunity to work with the retailer was a gift. We didn’t need to be told about the magic and joy a Hamleys visit brings, we knew all too well from having taken our own children there many times.”

The campaign began this week and will run throughout the festive period, as well as feature in the Big Splash at the Hyde Park Winter Wonderland.

Hamleys’ flagship store on Regents Street in London unveiled its Christmas windows, including ranges from Hasbro, Mattel and Schleich, in early November to kick off the festive season. The retailer also recently opened a new store in Westfield London, featuring a fresh in-store concept, with play at the heart of everything. An indoor slide sponsored by Ty, a Hans & Gretel dessert boutique, a Nerf target practice area and a Playmobil play area are among the attractions available to shoppers.

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