// A new permanent Hamleys store at Westfield London is scheduled to open in spring 2022
// The festive pop-up will open at today and will operate until the spring flagship launch
The iconic British toy store is bringing the magic of Christmas to Westfield London, with a brand-new festive pop-up, opening today.
The Hamleys pop-up is launching in perfect time for the festive shopping period and will be in operation until spring 2022, when it will be replaced by a permanent, flagship 11,000 sq ft store.
Visitors to the pop-up can expect Hamleys’ world-famous in-store experience, including live demonstrations, special guests and other festive entertainment.
The pop-up will remain in place until early next year, while the retailer prepares the permanent store to offer the full Hamleys’ shopping experience.
The new permanent location will showcase a brand new store concept, featuring engaging and educational play areas, interactive and exciting installations and a year-round programme of in-store events and character appearances.
READ MORE: Hamleys reveals its top 10 Christmas gifts
“Hamleys has always been about offering the very best in magical experiences for families, from making life-long memories during the festive period, to finding the perfect toy for under the tree,” said Hamleys ceo Sumeet Yadav.
“We are very much looking forward to expanding into Westfield and introducing our brand new store concept, giving our customers the chance to see, feel and play their way through Hamleys.”
The Hamleys pop-up complements Westfield’s 2021 ‘Come Together’ Christmas concept, which encourages people to celebrate the traditional experiences of Christmas with friends and family.
“Hamleys is an exciting addition to our family product and experience offer,” added Kate Orwin, leasing director at Westfield.
“We’ve worked collaboratively with Hamleys to launch their iconic brand in the festive period through a pop-up concept, and look forward to the launch of the permanent store in 2022.”