Hamleys launches first children’s beauty and dress up boutique at Regent Street store
The Hamleys toy retailer has launched a new beauty and dress up boutique concept at its flagship store in London’s Regent Street.
Situated on the shop’s second floor, the Boutique: Be You space offers everything from hair accessories, child-friendly cosmetics and nail art to dressing up items and jewellery. It also aims to offer a place where four to 14-year-olds can “hang out with friends, dress up, be creative, feel inspired, explore and have fun”.
Victoria Kay, head of buying at Hamleys, explained: “Research shows that children as young as four years old possess a profound sense of self-awareness. In fact, unlike generations before them, over 90% value their individuality and authenticity, and feel it’s important to be totally themselves.
“Toys and products that allow them to explore their identity and bond with others through play are vital for the next generation.
“Young children today are also hugely socially aware. They love to shop together with friends; sharing ideas, creative expression and developing their own evolving sense of style is a meaningful social activity.”
Products span brands such as Great Pretenders, Hello Kitty, Heroes and Martinelia, as well as Miss Nella, Marwins, Yummiland and TOPModel.
