Hamleys has partnered with leading toy production and distribution player Giochi Preziosi to open a flagship store in the Rome region.

Hamleys has further expanded in Italy with its second flagship Italian store opening in Galleria Alberto Sordi, one of the most iconic locations in the heart of Rome. This strategic expansion, in partnership with Giochi Preziosi, closely follows the recent Milan store opening at iconic Corso Vittorio Emanuele.

The new store in Rome is housed in Galleria Alberto Sordi a historic shopping arcade acclaimed for its magnificent architecture located on Via del Corso, one of Rome’s busiest and most illustrious streets. The store is spread over two levels and a mezzanine for a total of over 1,360 square metres dedicated entirely to toys. Hamleys’ signature colours red and white accompany multiple striking references to the city of Rome.

Visitors are greeted by the Ringmaster, Toy Soldier, Rag Doll, and Hamley and Hattie bear to the different brand sections. With an extensive assortment of toys across all kids’ play categories, including Hamleys’ proprietary line and vendor-branded merchandise, the new store promises an unforgettable experience for children and families alike.

Sumeet Yadav, CEO of Hamleys, said: “Our expansion into Rome marks a significant milestone in our global journey, as we continue to enrich iconic cities worldwide with the timeless magic of Hamleys. Each new market brings our storied history to life, reaffirming our commitment to being the world’s finest toy shop in the world. Closely following the overwhelming love and support we received in Milan, this store marks our second collaboration with the Giochi Preziosi Group in Italy. We are eager to continue spreading joy and magic to children and families across Italy.

Enrico Preziosi, founder of the Giochi Preziosi Group, commented: “Giochi Preziosi continues the retail development of the Hamleys brand, on the strength of the success we recorded with the first Italian store, in Milan, where 800k people have passed through to date. We are certain that Rome will also become very attached to this shop and that not only the citizens, but also the many tourists who visit our capital every year will be happy to find Hamleys just a few minutes away from the Trevi Fountain.”

Hamleys continues to expand into new markets, most recently in Milan, Tirana, Pristina, Doha to name a few.