Iconic toy emporium Hamleys launches at Liverpool ONE in city debut

World-renowned British toy emporium, Hamleys, has selected Liverpool ONE to launch its latest in-store retail concept at 101 Paradise Street, marking the iconic retailer’s debut in the city. 

Officially launched on 19 September, the 2,000 sq ft store offers an immersive toy wonderland ‘where play takes centre stage’. It houses an array of games, puzzles, arts and crafts, spanning from traditional to high-tech, with expert toy demonstrators and special in-store appearances to enhance the magic.  

Visitors will find firm favourite brands such as Lego, Barbie and Playmobil, as well as the retailer’s own exclusive toy collections, including signature Hamleys teddy bears.  

The new Liverpool ONE store forms part of Hamley’s global bricks-and-mortar network, complementing the landmark Regent Street flagship which was established in the 18thcentury. To this day, Hamleys remains the oldest and largest toy retailer in the world and has been honoured with two Royal Warrants. 

Alison Clegg, Director, Asset Management,Grosvenor Europe, commented on the opening: “Hamleys holds a very special, and sometimes nostalgic, meaning for many people, and we’re delighted to bring this joyful experience to Liverpool ONE. The star appeal, calibre and experience of Hamleys will add a new dimension to Paradise Street and to our wider retail offering, which has thrived since reopening in June. Hamleys is an exciting addition for the destination as we continue to drive Liverpool ONE’s momentum towards Christmas.” 

Mr. Sumeet Yadav, Chief Executive Officer – Global Retail Business, Reliance Brands Limited commented: “We are delighted to open at Liverpool One - Hamleys’ 186thstore globally and first pop-up. Every year more than 10 million families visit us across the world for a unique Hamleys experience where we bring to life many Worlds of Play. Every visit to Hamleys is a reward in itself, the toy purchase is a bonus for the child. I am sure children will build lasting memories of fun and joy while adults will relive memories of their childhood at Hamleys in Liverpool.”

The new Hamleys store joins a string of newly opened retailers at Liverpool ONE, including cult beauty brand M·A·C Cosmetics and premium British sportswear label Castore. 

CBRE and Metis acted for Liverpool ONE in the deal. CBRE acted for Hamleys.