Hamleys, UK’s largest toy retailer, is set to open its Middle East flagship store at The Dubai Mall, the shopping mall development of Emaar Malls.

'Hamleys at The Dubai Mall' will be the Middle East flagship store for the group with a 32,000 sq ft concept store displaying more than 15,000 product lines ranging from toys, games and corporate gifts.

All products bear the Hamleys stamp of creativity, fun, quality and safety as well as environmental friendliness and educational play value, said a company official. 

Hamleys is famous for its magical atmosphere and huge range of toys, from much loved brands to more traditional and quirky treasures.

Hamleys is strategically located near The Dubai Mall’s family entertainment precinct on the second level where attractions such as Sega Republic, an exciting indoor theme park and KidZania, a unique children’s ‘edu-tainment’ concept and the 22-screen cinema have been set up. 

Yousif Al Ali, general manager of The Dubai Mall said The Dubai Mall was excited to introduce the world famous Hamleys to Dubai, and proud to host the Middle East flagship store.

'Hamleys is unlike other toy stores in the region – with its highly themed play areas, interactive stations and live entertainers, shopping at Hamleys is a delightful experience for children and families,' he remarked.

The flagship store will replicate the magical elements of its sister store in London. The shop front and interior is designed by Hamleys in collaboration with one of the top retail designers in the world.

Toy demonstrators and magicians will bring the store to life and customers can test the toys before buying. Store features include: a life sized doll house, an imitation streetscape of London’s Regent Street and so much more.

Nabil Daud, chief executive officer of Hamleys Dubai, said: “We are thrilled to be bringing the magic of Hamleys to the people of Dubai. Our flagship toy store at The Dubai Mall will be a fantastic opportunity to showcase the wonderful world of toys, in one of the world’s most exclusive and exciting malls.

'A trip to Dubai would not be complete without visiting Hamleys at The Dubai Mall. Unlike any other toy store in Dubai, Hamleys is an enchanting toy world that has widespread appeal for children, families and tourists in Dubai,' he observed.

Gudjon Reynisson, chief executive officer of Hamleys, said: “Dubai is a logical step in our global expansion programme, as a significant number of our current customers in the UK are visitors from the Middle East.'

'We are sure our customers will love the magical and exciting elements of Hamleys, which guarantees the best of past, present and future for children – both young and old at heart,' he added.-TradeArabia News Service