Hamleys, the Wonderland of Toys brings its magic to Delhi

The magic of Hamleys’ famous flagship store on London’s Regent Street came alive in Delhi with the opening of its first store in the capital city. With the launch of this store Hamleys marks its foray into the northern part of the country. Located at DLF, this is Hamleys’ sixth store in India and one of the largest toy stores in the country. After successful launches in Mumbai, Bangalore, Chennai and Ahmedabad, one of the world’s leading toy retailer is now set to capture the imagination of children in Delhi with its wide range of toys and exclusive merchandise.






The opening jamboree featured some pioneering elements including an ‘Opening Scroll’ that was read as the store was declared open in the presence of Karishma Kapoor, noted film personality and Darshan Mehta, President & CEO, Reliance Brands Ltd., alongwith Barbie. With the opening of its first store in Delhi at DLF Place, Saket, it has brought entertainment, excitement and imagination under one roof for the city’s children. The first Hamleys store in North India is its 26th store in the world.

The grand opening also featured an exclusive preview party for specially invited kids, 20 of whom were selected through the Hamleys “Match the Tiles” contest conducted on the brand’s India Facebook page during the month of January. All kids were given exclusive invitations to the preview party with a red carpet entry, where the little stars posed and gave video bytes and then guided their parents into their fairy-tale world of dreams. The invited kids took part in The Grand Hamleys Parade, walking and dancing with their favourite characters like the Hamleys Bear, Pirates, Toy Soldiers, Fairies and various other Wonderland Characters. One of the key highlights of the Hamleys launch party was the presence of Barbie. Kids and their parents were excited to meet the original Barbie, who posed for her fans as they clicked her pictures and she gave personalised autographs.

The launch party at DLF Place Saket embodied Hamleys’ essence of innovation and fun. To accentuate the innovative spirit of fun, parents were given unique Identity cards – just in case they lost their way at Hamleys. A host of activities like a balloon shower, interactive games, pyro works further mesmerised the audience.

On this occasion of the special preview, Darshan Mehta, President & CEO, Reliance Brands Ltd. said, “Our commitment at Hamleys is to provide only the finest experience to kids and their parents. We want them to take back wonderful memories of the store and look forward to coming back again, all round the year. We are thrilled to extend the Hamleys experience to consumers in and around Delhi – recreating the same magic and theatre which has mesmerized our customers across markets for over 250 years. Our aim is not just to make every kid experience this Wonderland, but also to get their parents nostalgic”.

“The Indian toy market is pegged at Rs 13,000 Crore, growing at a rate of 20 per cent annually. As a business, we are planning to launch more stores in Delhi and NCR in the coming few months”, he added”.

This sprawling Hamleys store, spread across 3 floors, covering 20,000 sq. ft. is an ultimate treat for the entire family offering over 50,000 toys to choose from. These include much loved brands to more traditional toys, ones which have enthralled children over generations, as well as some rare and unusual treasures. The store exclusively offers the Hamleys own Brand range, renowned for exceptional quality and play value. Apart from this it also showcases most of the well known and loved National and International toy brands from reputed International Manufacturers and Marketers such as Mattel showcasing Barbie, Hotwheels, Matchbox, Fisher Price, Thomas & Friends, Scrabble, Pictionary, Funskool bringing in My Baby Alive, Nerf, Transformer, Monopoly, Simba showcasing Steffi, Dickey, Smoby etc. and also some more renowned International brands such as Playmobil, Leapfrog, Meccano, Lego, Scalextric, Hornby, Roco, Maisto, Bburago, to name a few.

The store promises to enchant with its attractions like the Heart-sized Doll House, Grand Racing Track for RC Cars, London Double Decker Bus, Safari Jeep, Petals & Pods-Play area for infant and pre-school children, Bear Tree House, Science Molecules, Experiential gaming stations, and much more.

Completing the experience is Hamleys’ unique brand of theatre and entertainment which enthrals both children and adults alike. Toy demonstrators and magicians, unique demos and iconic fixtures, exciting events and activities all come together to provide a magical experience.
Hamleys, the iconic toy retailer, based in London, has entered the Indian market, through an exclusive pan India Franchise arrangement with Reliance Retail in 2010.

About Hamleys:

Hamleys, the world’s most famous toy retailer, was established by Cornishman William Hamley in London in 1760. Today it remains the world’s most wonderful toy shop, synonymous with theatre, magic and entertainment.

The flagship Regent Street store contains seven floors of toys from the much loved brands, to more traditional and nostalgic toys and quirky and unusual products. Demonstrators bring the store to life and Hamleys unique atmosphere keeps toy suppliers wanting to host exclusive launches at Hamleys and use it for press photo calls, parties and special events.

In addition to the world famous Regent Street store, Hamley’ operates Dublin, Glasgow, the most recently opening in Cardiff, as well as smaller format travel stores in Heathrow, Stansted and one of London’s most historic Train Stations in St Pancras.

Hamleys expansion now also includes international stores in Denmark, India, Cyprus, Russia, UAE, Saudi Arabia, Jordan & Sweden. In India, the magic spreads across six different stores: Two in Mumbai and one each in Chennai, Bangalore, Ahmedabad and the latest addition being one in Delhi. These stores and www.hamleys.com enable the Hamleys’ magic to be delivered throughout the world. Hamleys has ambitious plans to grow the brand even further internationally through franchise stores in other territories.

Hamleys is better known as an experiential toy retail destination store, which houses arguably the best ever selection and collection of toys from the world over, including its own branded merchandise, which is manufactured by vendors chosen with care by Hamleys to ensure quality that is unparalleled.

About Reliance Brands Limited:

Reliance Brands Limited is part of the Reliance Industries Group. The Company began operations in October 2007 with a mandate to launch and build international and domestic brand equity in the premium to luxury segment across apparel, footwear and lifestyle business. Its current portfolio of brand partnerships comprises of BROOKS BROS, DIESEL, ERMENEGILDO ZEGNA, HAMLEYS, ICONIX, KENNETH COLE, PAUL & SHARK, QUIKSILVER, ROXY, STEVE MADDEN, THOMAS PINK, STUART WEITZMAN, SUPERDRY, DUNE AND TIMBERLAND.

About Reliance Retail Limited:

Reliance Retail Limited (RRL), a subsidiary of Reliance Industries Limited opened its first retail store in November 2006 and today operates more than 1,300 stores spread across 18 states with over 6.5 million square feet of retail space, serving over 2.5 million customers every week. RRL’s loyalty membership program Reliance One has over 9 million members. RRL is a multi-format retailer that operates-

“Reliance Market - a concept for local traders and small businesses
" Reliance Fresh - a neighborhood store concept
" Reliance Super- a super mart concept
" Reliance Mart - a hyper market concept
" Delight - a non vegetarian offering
" Reliance Digital - a consumer durables and information technology concept
" iStore by Reliance Digital- an Apple specialty store concept
" Reliance Trends - an apparel specialty concept
" Reliance Footprint -a footwear concept
" Reliance Jewels - a jewellery concept
" Reliance TimeOut- a books, music & entertainment concept
" Reliance Living - a Furniture, Furnishing, Homeware and Home kitchen concept
" Reliance AutoZone - an automotive specialty concept

Reliance Retail is the largest grocery retailer in the country. Reliance Digital, Reliance Trends and Reliance Footprints are the leaders in their respective formats with the largest number of stores.

Reliance Industries Limited (RIL) is India’s largest private sector company on all major financial parameters with a turnover of INR 339,792 crore (US$ 66.8 billion), cash profit of INR 31,994 crore (US$ 6.3 billion) and net profit of INR 20,040 crore (US$ 3.9 billion) as of March 31, 2012.

RIL is the first private sector company from India to feature in the Fortune Global 500 list of 'World's Largest Corporations' and is the first private sector company in India to feature in the top 100. It ranks 99th amongst the world's Top 200 companies in terms of revenue. RIL ranks 68th in the Financial ‘Times FT Global 500’ list of the world's largest companies. RIL is ranked amongst the ’50 Most Innovative Companies - 2010' in the World in a survey conducted by the US financial publication - Business Week in collaboration with the Boston Consulting Group (BCG). In 2010, BCG also ranked RIL as the second highest ‘Sustainable Value Creators’ for creating the most shareholder value over the decade in the world.



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