Hamleys, iconic British toy retailer, has retained JLL to facilitate a multiple store roll-out throughout the United States. The retailer, which this year is celebrating its 255th birthday, is the oldest toy store in the world and delivers a distinctive shopper experience that goes beyond the point of sale.
Senior Vice Presidents Michael Hirschfeld and Steve Ferris are leading the JLL team on this project.
Hamleys has built a global reputation as the finest toy shop in the world, and is famous for its seven-story location at 188-196 Regent Street in London, England.
“When you walk into a Hamleys you’ve entered a world of wonder. The toy store inspires shoppers with opportunities for children to play, engaging store design, and expertise in service combined with amazing toy demonstrations,” said Hirschfeld. “Now is the right time for international brand extension, as the U.S. shopper has greater discretionary income to spend on their children and is hungry for a unique experience.”
Hamleys currently has 49 stores, across 17 countries, which offer an abundant range of toys that are bought to life through events and live demonstrations. The toy shop has a proven track record of operational success across Europe, Asia and the Middle East and is now seeking to cultivate a new crowd of consumers by bringing its experiential customer service culture and retail legacy to the United States.
Alasdair Dunn, Strategy & Development Director at The Hamleys Group adds, “Our expansion to the United States complements our international growth strategy and we look forward to sharing our unique retail experience of fun, theater and entertainment, bringing smiles to families across the United States.”