Epoch making toys has redesigned and expanded the Sylvanian Families floor space in the Hamleys Regent Street store by 125%.
Since the installation, the brand has jumped to number one on the floor in terms of sales in the two subsequent weeks.
Visual character displays now greet customers once they arrive on the second floor of the shop, leading them to the new corner of Sylvania, stocked with the full range, which runs all alongside the escalator. Characters and scenery are also displayed along the walls, and an 1800mm x 900mm large scale diorama showcases the world of Sylvanian Families. A gondola unit forms a typical Sylvanian house with red roof and showcases additional product. A play table is included on the gondola, encouraging children to ‘try before they buy’ and various animated videos now play on a monitor near the escalator.
There is also a photo wall where customers can take pictures with Freya the Chocolate Rabbit.
The refurbishment comes after the Sylvanian Families Roadshow became one of Hamleys’ best loved character performances, significantly increasing footfall to five of its stores throughout the UK and Ireland.
Grant Yuill, marketing manager at Hamleys, commented: “Fans flocked to the Sylvanian Families character performances that we held in-store earlier this year and we expect they’ll be just as excited about the new space in which they can experience the world of Sylvania. Sylvanian Families has a rich heritage similar to that of Hamleys and we cannot wait to be part of the next 30 years of fun.”