Saturday, March 28, 2020

Hamleys opens tube station in flagship store


Toy store Hamleys has opened an underground station on the lower ground floor of its flagship Regent Street store as part of a partnership with the London Transport Museum.

The toy store has also unveiled a 1970‘s London Underground tube train (2.95m by 2.7m) that up to ten children can climb into. The floor will also be home to a NERF tunnel shooting game for customers to play every day, and a team dressed as station staff helping customers with their tube train experience. A range of London Underground souvenirs will also be sold.

Ralph Cunningham, retail and brand director, Hamleys, said: “We are delighted to be the only place in London where families can enjoy the experience of being in the driver‘s cab of an underground train, making a trip to Hamleys all the more exciting.”

It probably won‘t be the last time the London Underground will be involved in a retail rebrand.

The Tube has had a good year and was the most improved UK brand in 2013, according to the YouGov Brand Index, so now seems like a good time for retailers to partner up with it.

Hamleys, who posted total sales of £31.3m in the nine weeks to December 2012, opened up 10 international outlets in 2013.


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