Hamleys to expand into global toy market

Hamleys is looking to reposition itself as a premium global toy brand, opening standalone stores in capital cities worldwide and redesigning the packaging for its entire range of products.
The toy store confirms it has held a pitch with four consultancies to work on brand strategy; a final appointment will be signed off tomorrow.

‘We are conducting a complete brand audit at the moment,’ says Hamleys trading director Paul Currie. ‘The consultancies we have seen can handle quantitative and qualitative work and… the more creative side.’

Hamleys has also appointed Vividbrand, after a four-way pitch, to create packaging for its own-brand product portfolio, which comprises almost 1000 lines. The designs are due to roll out from Easter next year.

The retailer has opened two concessions in Magasin du Nord shopping centres in Denmark (pictured), under a design scheme created by Gregor Partnership (DW 15 September). The consultancy is planning to update the flagship store in London, says founder Gregor Jackson.

Hamleys is now looking for additional retail locations for stand-alone, concessions and small format stores. The Middle East, India, China and Russia are key target markets.