A global retail concept for the world's most famous toy brand.

We created a new store concept and communications approach, bringing the brand's magic to life. Interpreting Hamley's unique London heritage for an international audience, the new retail identity has been launched globally.

Creating a world where fairy tales come true, and imagination runs free

We defined a creative language to bring the concept to life, with a mix of traditional regency styling alongside moments of joy and quirky surprise. The concept’s vibrant red and white interior reflects the magical world of Hamleys and the signature fun, magic, and theatre the brand represents.

Making memories through the joy of play

We’re dedicated to helping brands make meaningful connections with people.

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