NEWS

Westfield London welcomes Hamleys Christmas pop-up

Published on: 23rd November 2021

The pop-up will give shoppers a taste of what’s to come when Hamleys’ new 11,000 square foot permanent store opens at Westfield London in spring 2022. 

Hamleys is bringing the magic of Christmas to Westfield London with a brand-new festive pop-up. The pop-up will be in place while the iconic toy retailer transforms its permanent 11,000 square foot store into a toy wonderland that will offer Hamleys’ signature experiences for children and adults alike.

The pop-up has launched in time for the Christmas shopping period, and sees the iconic British brand bring its magical toys to children and families. Visitors to the pop-up can expect to enjoy Hamleys’ world-famous in-store experiences including live demonstrations, special guests, festive entertainment and Hamley Bear himself.

Located on Level 1 in Westfield London’s expansion, close to John Lewis, Hamleys’ new permanent store, opening spring 2022, will provide the ultimate destination for families looking to discover toys, games, crafts and fun, thanks to Hamleys’ world-renowned experience team. The permanent shop will showcase a brand-new store concept, featuring engaging and educational play areas, interactive and exciting installations, and a year-round programme of in-store events and character appearances. The new store will also bolster the centre’s other established family brands, including Lego, The Entertainer and KidZania London.

Kate Orwin, leasing director UK, Unibail-Rodamco-Westfield, said: “Hamleys is an exciting addition to our family product and experience offering. We’ve worked collaboratively with Hamleys to launch its iconic brand during the festive period through a pop-up concept, and look forward to the launch of the permanent store in 2022. Westfield centres continue to attract the best and most exciting brands, and we know from our How We Shop research that 66% of consumers expect stores will be using more floorspace to offer experience than product. We look forward to Hamleys doing just this for Westfield visitors, elevating the customer experience in-store.”

Sumeet Yadav, CEO, Hamleys, commented: “Hamleys has always been about offering the very best in magical experiences for families, from making life-long memories during the festive period, to finding the perfect toy for under the tree. We are very much looking forward to expanding into Westfield and introducing our brand new store concept, giving our customers the chance to see, feel and play their way through Hamleys.”

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