Hamleys opens largest toy shop in Europe
Hamleys has opened Europe’s largest toy shop in Moscow.
Designed by retail and brand consultancy Fitch, the 7,000 square metre Hamleys World at Lubyanka incorporates a new platform called ‘Worlds of Play’ that takes customers on a journey over two storeys and through a series of different worlds called Enchanted Forest, Imagination, LEGO World, Magic Kingdom, Metropolis, Motor City, Park, Safari and Space.
The worlds mix retail, attractions and entertainment and include a huge castle in which kids can play and explore, a Go-Kart track and a full scale replica of the Star Wars Millennium Falcon that children can test drive. The store also features a 13 metre tall LEGO rocket made with 1.9 million bricks.
Gudjon Reynisson, chief executive of Hamleys, said: “Hamleys is about making toys fun for families all over the world. At Hamleys Lubyanka, through our partners, we had a fantastic opportunity to develop our retail experience to be even more memorable.”
