Hamleys Brand Profile

Hamleys is the world‟s greatest toy shop and is celebrating its 250th. Birthday

2010.

The first store was opened in London‟s High Holborn in 1760 by

Cornishman William Hamley. Today, Hamleys Regent Street flagship

store remains the world‟s most wonderful toy shop, synonymous with

theatre, magic and entertainment. It welcomes more than 5 million

customers annually.

Hamleys is already a proven international retailer with an established

presence in the Middle East, India, Ireland and Denmark and other territories

also in the pipeline.

It is now building on this international presence to develop a truly

global business, leveraging the quality and range of its toys, combined

with the theatre, entertainment and retail experience.

A snapshot of Hamleys

The original “Joy Emporium”

250 Year History selling Toys

The Hamleys brand – heritage, expertise and

discovery combine to deliver the „Hamleys magic‟

Established

Expertise

Quality

Past

Present

Future

NOSTALGIA DISCOVERY

ENJOYMENT

ABUNDANCE WONDER

SHARING

Hamleys

Magic

Functional values Emotional values Brand Essence

Hamleys‟ offer and brand positioning in the UK

is unique

PREMIUM

INDEPENDENTS HARRODS

LEWIS PARTNERSHIP

HoF / DEBENHAMS

NICHE MASS MARKET

BUILD-A-BEAR TOYMASTER / THE ENTERTAINER ARGOS TOYS R US TESCO

DISCOUNT

JOHN LEWIS

Overall good value because of the quality and

experience !

Buzz

Scale

Interaction

Theatre

Environment

Expertise

Helpful

Friendly

The Service

Variety

Uniqueness

Innovation

Traditional

Quality/ premium

Product

What do our customers want?

Hamleys offers a unique experience

Own label products are a significant share

of the product mix

Hamleys develops and

produces a unique range of

own brand products. These

represent the best of class,

both in design and quality

whilst being innovative and

representative of our brand

values.

Regent Street Flagship

St.Enoch Glasgow

St.Enoch Glasgow

Let’s step inside…

… where you’re welcome to play!

A Flagship Hamleys store adds a true point of difference to any Mall

“The addition of Hamleys has been a major strength

to St. Enoch Centre in Glasgow. As an anchor store,

the force of their brand has delivered fantastic

awareness & press coverage, new retailer interest

and of course customer footfall. In addition we

share the same values in our approach to retail

partnerships which has brought a synergy to the

relationship, ensuring success for both St. Enoch

Centre and Hamleys. “

SUSAN NICOL

Regional Director Operations – Europe, Ivanhoe Cambridge

& General Manager, St. Enoch Centre

Dubai, UAE

Hamleys Mumbai India