Hamleys open unique store in Moscow

In March 2015 the oldest toy store chain, Hamleys, opened its largest store in Europe yet. With a total area of 6,700 m2, it sits right in the heart of Moscow on Lubyanka square.  

The concept behind The World of Hamleys is that it should be an emotional shop - a space which is part amusement park and part retail outlet, with an extensive range of 15,000 toys on offer. Around 50,000 shoppers are estimated to come through its doors every day. Comparing this with the previous site owner, Russian children’s retail chain Detskiy Mir (literally, ‘The World of Children’), Hamleys receives up to 7 times more visitors per square metre. However, the history of this legendary Soviet store goes back further still. Built in 1957, it was originally called the Central World of Children.

At that time, its sheer size made it a major landmark – and also a symbol of hope for several decades, both for the residents of Moscow and for guests of the Soviet capital when choosing gifts for their children. Coming back to the present, leading toy manufacturers (LEGO, Disney, Hasbro, etc.) have all opened their fascinating worlds for little people in this modern emporium. Have a quick look at how Mattel has positioned its brands distinctively within Hamleys, each zone reflecting a different brand personality and target audience.