On December 23, 2017, Hamleys, the 257-year-old British toy store brand, held the inauguration for its new flagship shop in Beijing Wangfujing Department Store.

 

Ambassador of UK to China H.E. Ms. Barbara Woodward, Chairman of Sanpower Group Yuan Yafei, President of Wangfujing Du Baoxiang, Chairman of C.banner Chen Yixi and Chairman of Hamleys (UK) Frank Slevin, etc. were present at the inauguration and gave speeches. Ms. Barbara Woodward, Yuan Yafei, Du Baoxiang, Chen Yixi, Frank Slevin and Jeff Astle, President of CBBC China, President Liu Bing of Wangfujing Chamber of Commerce and Chairman Wu Gang of Sanpower New Commerce Industry Group cut ribbons to announce the opening of Hamleys flagship store in Wangfujing Beijing.

 

 

 

In her speech, H.E. Ms. Barbara Woodward said Hamleys not only has a long history, but also remains close contacts with the British royal family. The generations of royal family members grew up with Hamleys toys, which are the most beautiful memories of their childhood. Ms. Barbara Woodward also said that Sanpower’s Chairman Yuan Yafei has made great contributions to the China-UK relations.

 

C.banner’s Chairman Chen Yixi said that Hamleys, targeting at children in families of middle-and-high consumption level in China, steers the fashion trend in the industry. Hamleys toys help the children turn their wonderful imagination into reality so that they can build a softer and richer inner world.

 

In his speech, Wangfujing President Du Baoxiang said his group is making a breakthrough attempt to bring innovative changes to department store business, which also represents a major strategic upgrading of the department store.

 

 

 

Mr. Frank Slevin, Chairman of Hamleys UK, said Sanpower and C.banner have been working hard in recent years to become leading enterprises that promote China-UK cooperation. By investing in UK and pushing forward cross-border growth, they are generating real values to forge a golden era of China-UK relations. The inauguration marked the beginning of partnership between Hamleys and Wangfujing Department Store, which is also the foundation for the two iconic brands to establish long-term partnership of prosperity.

 

After the speeches, Sanpower’s Chairman Yuan Yafei rang the inauguration bell, kicking off the pleasant journey of Hamleys in Beijing of China.

 

On that day, Hamleys organized a grand parade around Wangfujing Street, giving the consumers an unprecedented Christmas Day surprise.

 

The immersive scenario experience hall for children

Hamleys flagship store in Wangfujing is the 127^th shop of the brand in the world and the third one in China. Located at Wangfujing Department Store in Beijing, Hamleys flagship store has five floors covering 10,700m², making it the largest single shop in the world. More importantly, Hamleys flagship store in Wangfujing aims to build a Lifestyle Experience Store on the basis of traditional toy store, which is a complex that combines toy store, maternal products shop, children’s leisure and entertainment experience, interactive scenario service and parent-kid catering, covering more than 200 brands in the entire category. It will become the most featured and favored anchor shop in Wangfujing Department Store and the important milestone on the Children’s Street in Wangfujing.

Targeting at children from family of middle-to-high consumption lev in China, the Hamleys Wangfujing flagship store steers the fashion trend in the industry. In the immersivescenario Lifestyle Experience Store, all scenario decorations follow standards and styles of Hamleys, using low-carbon and environment-friendly shop design and materials. All details in the store are designed exquisitely to wake up people’s memory of childhood.

 

Ranging from traditional toys to intelligence-benefiting high-tech toys, Hamleys provides thousands of high-quality toys for kids of all ages. Dedicated to toys for centuries, Hamleys gives priority to quality. Here the customers can find not only the toy brands owned by Hamleys or those collected exclusively by it, including the British stuffed toy series Hamleys Bear andoriginal British souvenirs, but also famous brands or popular IP toys from all over the world, including the popular Peppa Pig, the lovely Fisher, HAPE and VETECH toys favored by infants, the CAT, RASTAR, Hot Wheels and SIKU toys loved by boys, the most famous hero toys such as Ironman, Marvel, Transformers, Ultraman and Gundam, the Patrol, Thomas and Super Wings preferred by kids and the Frozen, Barbie, My Little Pony and Disney Princess adored by girls. The Section of Art and Handicrafts gathers hundreds of handicrafts products for kids, which help them inspire imagination. Even more, the LEGO section covering 240m² has the largest LEGO sand table in China. Now it is exhibiting the Central Nation castle products made by senior fans of LEGO.

 

Compared with retail shops, Hamleys flagship store in Wangfujing is an exciting amusement park of fun. Hamleys focuses on the experience and feeling of each customer. Carrying on the traditional philosophy of “bringing toys into life”, it believes that toys are to make each family and all kids happier. In Hamleys flagship store in Wangfujing, almost each toy can be displayed in a dynamic way, creating the vivid game scenarios and encouraging the kids to play happily, interact with toys and take part in various activities. Besides, the customers can also experience a few amusement facilities, such as the Merry-Go-Round, the Sea World, the VR experience and the NERF toy gun shooting, etc., providing entertainment for kids in various age groups. The Hamleys team, with 257-year experience in professional service, is dedicated to creating a highly–energetic atmosphere and bringing the most distinctive experience for kids.

 

The one-stop service complex for parent & kid

At present, China has adopted the second-child policy in an all-round way, meaning the maternal industry is ushering in the huge market demands and development opportunities. Changes in traditional consumption notions push forward the upgrading of maternal consumption. In Level 3-5 of the flagship store in Wangfujing, Hamleys provides all-category high-quality products for expectant mothers and kids aged between 0 and 16, including pregnancy clothes, milk powder, infant products, children’s clothing, children’s shoes and accessories, etc. Even more, it sells NIKE, Adidas, Sketch, Under Armour, FILA, Eland, TeenieWeenie, Hush Puppies, Peace Bird, Lijia Baby, Yeehoo, OCTMAMI, AIMER and other famous brands from home and abroad. Hamleys Wangfujing flagship store, using the channel advantage of Hamleys and its own advantages, works hard to develop high-quality products, advocate rational consumption and provide one-stop convenient and immersive experience of shopping maternal and kid products.

 

Hamleys’ development in China market in its global strategy and vision

In the future, Hamleys will extend to the Greater China Region to provide diverse products and services with innovative concepts. Targeting at high and middle-end consumers of mothers and kids, it creates the highest standard in the industry. Using green and low-carbon materials to make shop design and materials, it also builds the modern supply chain system, optimizes and upgrades the traditional toy industry, accelerates the development of modern service industry and serves consumers with international standard. Hamleys will take greater CSR to show care and protect children and kids. In the form of charity activities, it will contribute its part to the community.