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Updated: 2 Apr 2015

Hamleys Opens Largest Toy Store in Europe in Moscow

Hamleys opens Europe's biggest toy store in Moscow

British toy retailer Hamleys, famed for presiding over the world’s oldest toy shop in London, is now opening Europe’s largest toy shop in Moscow. Designed by UK global retail and brand consultancy Fitch, the 7,000 sqm space will enhance Hamleys’ current retail design with a new, leisure-oriented strategy conceived to create a more immersive concept.

Mir Hamleys, located on the famous Lubyanka Square, will showcase a new interactive design concept and direction called ‘Worlds of Play’, which leads customers on a journey that spans two floors and nine different worlds: Enchanted Forest, Imagination, Lego World, Magic Kingdom, Metropolis, Motor City, Park, Safari and Space.

Each world merges retail and entertainment to deepen engagement. For example, Motor City has a Go-Kart track, while Space boasts an enticing full-scale replica of the Millennium Falcon spaceship from the Star Wars movies, and the Magic Kingdom houses a castle for children to explore. Drawing on a sense of place, the store also features digital windows which display cues from nostalgic Russian childhood games and folklore.

“Play is a serious business,” says David Blair, chief executive of Fitch for Europe, Middle East, India and Africa. “The more a person can interact with a product, the more immersed they become in the brand, the deeper the connections they build. The Hamleys World concept continues to build on a place where toys come alive.”

To read in-depth about the strategies toy retailers and brands are using to engage consumers, see Toy Worlds: Targeting Gen ‘Me’. For more on digitally enhanced stores, see In-Store InteractiveTech-Fuelled Retail Spaces and Omni-Channel Store Space. For more on retail strategies targeted at children, see Next-Generation Retail for Kids and Kids’ Stores Grow Up.

For more on the value of strategic uses of play within the retail landscape, see our Industry Trend, The Power of Play.