Hamleys opens tube station in flagship store

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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.