Hamleys announces festive pop-up and brand new shop opening at Westfield London

  • Iconic British toy store, Hamleys, signs lease for 11,000 sq ft permanent store at Westfield London scheduled to open in spring 2022
  • To maximise on the Christmas shopping period, a pop-up Hamleys shop will also open on 19th November which will operate until its spring Flagship launch

Hamleys, the world’s oldest and most iconic toy store, is set to bring the magic of Christmas to Westfield London, with a brand-new festive pop-up followed by a permanent, 11,000 sq ft store in spring 2022.

Pop Up: Nov ‘21 to Spring ‘22: The pop-up will be in place while Hamleys readies the 11,000 sq ft store into a toy wonderland that will offer Hamleys’ signature experiences for children and adults alike.

The pop-up will launch in perfect time for the festive shopping period, with the iconic British brand bringing their magical toys to children and families for Christmas this year. Visitors to the pop-up can expect Hamleys’ world-famous in-store experiences that engage adults and children alike, including live demonstrations, special guests, festive entertainment and even Hamley Bear himself.

Flagship Shop – Launching spring 2022:

Located on Level 1 in Westfield London’s expansion, Hamleys will provide the ultimate destination for families looking to discover toys, games, crafts – and fun, compliments of Hamleys’ world-renowned experience team. The new permanent shop will showcase a brand new store concept, featuring engaging and educational play areas, with interactive and exciting installations, as well a year-round programme of in-store events and character appearances, adding to the centre’s already established family brands, including Lego, The Entertainer and KidZania London.

Kate Orwin, Leasing Director UK, Unibail-Rodamco-Westfield, says: “Hamleys is an exciting addition to our family product and experience offer. We’ve worked collaboratively with Hamleys to launch their iconic brand in 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, and we look forward to Hamleys doing just this for Westfield visitors, elevating the customer experience in-store.”

Sumeet Yadav, CEO, Hamleys, comments: “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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