In 2009 the store launched the first in-house designed toys in its 250-year history.
This new range focuses on the pre-school girls market and according to Hamleys’ head of buying and planning Laura Olver, ‘it taps into the brand’s tradition and nostalgia’, which she says is important as Hamleys stocks toys made by other companies.
Rosie Ragdoll has been designed by Hamleys’ designer Stacey Dix, who says, ‘I went back to my childhood memories and what stood out is a giant rag doll.’
This balances nostalgia with a ‘contemporary twist’, says Dix, who has used a bright pink and white palette with embroidered flowers, light cotton and corduroy clothing and rope for hair, also adding ‘3D mouse slippers’.
It will launch at the end of the summer ‘in time for Christmas’, says Dix.