The new state-of-the-art Hamleys Westfield, White City store boasts an array of customer experiences including a slide and dessert boutique.

Hamleys has unveiled its new London location with a state-of-the-art store at Westfield, White City, just in time for Christmas.

The new 11,000sq ft store follows a pop-up shop which opened in a smaller unit in Westfield last December. The permanent store, which threw open its doors on 18th November, is set across one floor and features a fresh and magical in-store concept, with play at the heart of everything. Features include an indoor slide – suitable for children and adults – sponsored by Ty, which has also sponsored all the window displays. There’s also the popular Hans & Gretel dessert boutique, a Nerf target practice area and a Playmobil play area.

Best known for its world class experiential shopping model, Hamleys Westfield will showcase the retailer’s famous Entertainment team, bringing free and interactive fun for families all day, every day. Hamleys’ unique approach to toy shopping also focuses on bringing toys to life for children, letting them see and touch toys in store and engage with expert toy demonstrators.

Shoppers can experience magical meet & greets with Hamley Bear and an array of other Hamleys characters, enjoying special guest appearances from the world of TV and film to create even more excitement.

Sumeet Yadav, CEO, Hamleys, said: “There’s toy shops, and then there’s Hamleys Westfield, White City, which we are absolutely thrilled to have just opened. Shoppers will be ‘wowed’ at Hamleys Westfield, and we just can’t wait for everyone to experience all we have to offer, just in time for lots of festive fun this Christmas.”

The store features an array of favourite toys from the traditional to the high-tech, games and puzzles to arts and crafts, with well-known brands such as Lego, Barbie, Playmobil and Schleich, plus exclusive Hamleys toys including the iconic Hamleys Bears.

Toy World has been given an exclusive tour of the new store, and you can read more about it in the January issue.