Hamleys adopts theme park approach at its recently unveiled Moscow outlet

British toy retailer Hamleys has opened an outlet in Moscow with an aim to create a new store-model combining theme park and toy store. Spread across 75,000 sqft, located at Lubyanka Square the new store is designed to transport families through a world of entertainment and discovery.

“If we were going to open a toy store spanning over 70,000 sqft it could not have been a normal toy shop, it is just too big. Hence, we decided to create something new – this concept is an interactive world where the brands can interact with attractions more in a manner akin to a theme park,” explains Hamleys chief executive Gudjon Reynisson.

The store designed by Fitch is based around nine ‘worlds of play’ – Enchanted Forest, Imagination, Lego World, Magic Kingdom, Metropolis, Motor City, Park, Safari and Space – featuring a full-scale replica of the Millennium Falcon from Star Wars and a go-kart track. A huge castle is situated in the Magic Kingdom area, while witches fly through the Enchanted Forest and the Lego World featuring a 13 metre tall Lego rocket made with 1.9 million bricks.

It took Hamlets three years to roll out the new format that’s being touted to revolutionise toy retail. Having launched the Moscow store, Hamleys is now looking to start the theme park approach in other parts of the world too where it has presence.

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