Licensed merchandise helps retailer to boost its Christmas sales.
Hamleys sales rose by 26 per cent across the Christmas trading period.
In the five weeks to December 29th the retailer’s like-for-like sales rose by 11.3 per cent while internet sales were up by 46 per cent. Total sales rose by 7.7 per cent on 2006 with Saturday, December 22nd being the busiest trading day.
Nick Mather, CEO said: “The footfall at Regent Street in general was down on the previous year but footfall in our store was up. We had good stock availability, our staff gave customers good service and we are a quality brand.”
Licensed products were among the best sellers including Transformers, In The Night Garden, Roary the Racing Car and Ben 10.
Sales at Hamleys' travel stores rose by 35 per cent on a like-for-like basis over Christmas. Mather said sales at the new branch at London's St Pancras station were 16 per cent above the firm’s expectations.