Hamleys has partnered with Warner Bros Consumer Products to bring the Wizarding World to its Regent Street store.

The new Harry Potter inspired environment promises to bring all the magic of the Wizarding World to the historic London landmark. Customers will be welcomed into the newly refurbished 3000+sq2 area, in Hamleys’ lower ground floor by Hamleys in-store Experience Team.

Hamleys’ world-renowned toy demonstrators will bring to life wands, brooms, sorting hats, costumes, flying golden snitches and much more. With a daily schedule of interactive product demonstrations, competitions, meet and greets with Hamleys Bear in his house scarf and Hamleys mix of fun, magic and theatre, Harry Potter at Hamleys is a must see during the summer holidays.

The award-winning British toy and pop-culture inventor team at Wow! Stuff will be demonstrating in-store every day along with the Hamleys team. Customers can treat themselves to some new collectible dolls from Mattel, modeled after characters in Harry Potter. Noble’s Harry Potter Collection will be joining in the magic from mid-August with even more merchandise and gifts, including a range of wands, keychains, prop replicas, plush, jewellery, sculptures and more. Then from August, children can also build their own Lego Wizarding World.

Ralph Cunningham, Hamleys Group CEO, commented: “We are delighted to be collaborating with one of the world’s most recognised brands to bring the magic of Harry Potter to our world-famous London toy shop. We have an assortment of Harry Potter merchandise, coupled with our unique retail proposition of delivering world class, engaging product demonstration. It will make Hamleys a destination for Harry Potter fans from all over the world. The love for both brands stretches over generations and we are positive that this new addition will bring smiles to the faces of children and families who visit our Regent St flagship store.”