MGA unveils Hamleys window takeover

Published on: 21st January 2020

The windows showcase the latest licensed brand from Little Tikes, Little Baby Bum, as well as a display of the newest toys to hit shelves in 2020.  

MGA Entertainment (MGAE) is starting the New Year with a bold and exciting retail programme.  The company has unveiled its biggest takeover of the Hamleys London flagship store window, which will run until 12th February 2020.

A new range of licensed toys by Little Tikes and Moonbug features Little Baby Bum, a digital, animated show that features classic nursery rhyme stories and kids’ songs. The new products are already a huge success in the US and are likely to be one of the biggest hits among the pre-school market in the UK. The featured toys and products are aimed at babies and toddlers and will bring the characters from the phenomenally successful series to life. Starring in the window feature are the series’ popular characters, Buster the Bus and Twinkle the Star.

Consumers will also see the latest collectible doll brand, Na! Na! Na! Surprise, which launched in the US earlier this month. The new 2-in-1 surprise starts with a fun confetti-popping experience that reveals a soft pom purse. When the pom is opened, one of six, first-ever soft-articulated fashion dolls and accessories emerge. Consumers will be able to purchase the dolls from 16th to 24th January, exclusively at Hamleys.

Best-selling collectible brand L.O.L. Surprise! is also showcasing the newest series, #Hairvibes, as well as the next round of the L.O.L Surprise! O.M.G. fashion dolls – it’s an exciting display that celebrates all things fashion. L.O.L. Surprise! #Hairvibes brings the biggest L.O.L. Surprise! ball yet and holds three plus hair wig pieces that can be used to design numerous custom hairstyles and looks. The L.O.L. Surprise! O.M.G. fashion dolls will come to life via a revolving catwalk, demonstrating the four new characters, mix and match fashions and fabulous accessories.

The range of parody and slime collectibles from Poopsie Slime Surprise are also on proud display in the Hamleys window. Products include Poopsie Slime Surprise Poop Packs, Sparkly Critters and Cutie Tooties.

Samantha Wilson, marketing director for MGA Entertainment in the UK, said: “The Hamleys team has been a great partner to help bring the vision of these windows to life.  We are constantly looking for bold, eye-catching ways to promote our products and launch the new brands, such as Little Baby Bum, and products that are slated for the New Year. It’s a great start to 2020 and the first of many activations that we’ll be creating this season to bring excitement to our fans.”


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