William's dreams come true as he
opens our first store - then called
Noah's Ark - with a mission not just

to sell toys, but to spread joy.

Hamleys became a phenomenon, a
London landmark filled with the toys of
the day, like rag dolls, tin soldiers, and
rocking horses, that children were free
to pick up, play with, sit on, you name it!

Our flagship store opens on Regent
Street and quickly expands to fill a
whopping five floors with the latest,
most fantastic toys and our trademark
incredible experiences.

Queen Mary awarded Hamleys

the Royal Warrant. Wonder what

her favourite toys were... Her full name
was Mary of Teck, so perhaps she

was a gadget lover.

Hamleys remains open throughout

the Second World War, despite

being bombed five times!

Staff serve in tin hats to ensure Brits
have something to smile about

during the Darkest Days.

Hamleys marked The Festival of Britain

by bringing a Grand Doll's salon and a
vast model railway to store, amazing
the nation's children (and Mums, Dads,
Grandmas and Grandpas).

The shop is given its second Royal
Warrant, this time by Queen Elizabeth II.
Rumour has it she could occasionally

be spotted chatting to a particular
Peruvian teddy bear in the plush

toy section.

Hamleys is going places, literally, as we
open our first stores across UK airports,
filling flights with laughter and making
homecomings even more special.

Following steady growth into Europe,
Hamleys is evolving into a new
franchise proposition and expanding
globally into Jordan and the UAE.

Among many other new shops, our first
stores are open in Southeast Asia.

...followed by the first stores in Mexico

and South Africa

Arriving in South Africa in August 2015.
It was a pivotal moment when Hamleys
made its grand entry with its first SA
store at the V&A Waterfront, Cape

Town, marking the beginning

of its regional footprint.

Grand Opening
at Eastgate – May 5, 2016

On 5 May 2016, Hamleys brought

magic to Eastgate by transforming

the beloved former Caves Toyshop
into a Hamleys South Africa store.

This honours 27 years of toy history

with a bold new chapter of play.

Hamleys East Gate will live on in history as

the 100th store to open worldwide, showing
just how much the world loves toys.

The biggest Hamleys ever opening
internationally in Beijing, China -
ready to burst with squeaks, bleeps,
whirrs and endless fun as families
step into a wonderland of joy.

Grand Opening of Hamleys Sandton
City
World Store - 12 April 2018

A breathtaking multi-level wonderland
complete with a thrilling slide, VR zone,
carousel, and lively character parades.
The grand opening featured Optimus
Prime, fairy-tale friends, face painters,
and over 200 gift vouchers for the first
arrivals, setting a new standard for
immersive toy-store experiences in
South Africa.

Reliance Brands Limited acquired
Hamleys with a stated ambition

to grow and put Hamleys stores

on all the major shopping

streets in the world.

Hamleys Club Launch:
The Hamleys Club
is the first of its kind!


On Tuesday, 21 September 2021, Hamleys
South Africa unveiled The Hamleys Club,

a free VIP loyalty program offering exclusive
early access to new arrivals, monthly
rewards (like popcorn and a slushie),
members‑only events, and a R100

welcome voucher - reinforcing our
commitment to making every visit

magical for our most loyal families.

Hamleys Play launches, recreating the
magical experience inside a wonderful
immersive world of adventure and play,
including musical walls, doughnut slides,

car tracks, and over 20 attractions.

Hamleys Play Dubai – Hamleys
launched its all-new interactive play
zone concept, Hamleys Play, at Dubai
Hills Mall in September 2024.

Spanning 7,500 sq. ft., this one-of-a-
kind indoor adventure playground has
redefined children’s entertainment in
the region. Designed as a world

of imagination, it brings magic to life
with soft play zones, thrilling rides, slides,
climbing walls, interactive workshops,
storytelling sessions, and gaming areas
— delivering endless fun and discovery.

Hamleys Kuwait: Hamleys opened its
spectacular 12.5k sq. ft. flagship at The
Avenues Mall in May 2025.

Located in Kuwait’s largest and most
prestigious lifestyle destination,

the perfect stage for Hamleys’

signature magic.